Using Segmentation, you can quickly categorize your customers based on the information synced from your store and collected with Omnisend. As a result, you can segment your contacts based on their interests, consumption habits, demographics etc.
In this article, you will find general information about the default segmentation, requirements, structure, filters of segments, and more.
Before you start
Segment options
Segment setup
Working with Segments
Segmentation presets
Segmentation use cases
Before you start
Segment requirements:
Allows you to work with all your contacts (subscribed, non-subscribed, unsubscribed). Note, your communication can only be sent to those who accept such correspondence. Check the instruction on the contacts statuses mapping with types of messages.
The scope of data you can segment might depend on the type of integration and your ecommerce platform. If your ecommerce platform does not provide us with any data or your integration does not yet support it, you won't be able to segment your customers based on those particular criteria.
Available on all plans with all filtering options
Segment options
There are 6 Segmentation options in Omnisend; all can be combined within a single Segment with any number of filters.
Contact properties;
Engagement;
Anniversaries;
Orders;
Products;
Custom Events;
Custom Properties.
Each of the Segmentation options has its own set of Filters unique to the Segmentation option.
💬 Find more information on the filters available for each of the Segment options.
Segment Setup
If you need to create a Segment that can be used for your Campaign sending, Automations triggering, etc., you should save filtered contacts to the Segment.
1. To create a Segment, go to the Audience tab → Segments → click on the Create segment button.
3. Pick one of the prebuilt segments or create a custom segment by clicking Create from Scratch.
4. Add all necessary filters by clicking Add Filter → pick the filters you need. Click the Save segment button once you are done to see the contacts that fall into your segment.
5. Name your Segment. This name is internal and will help you identify the Segment within the Saved Segments list.
5. Once you are done with a particular segment, you will find it under the
Segments tab.
Saved Segments will update automatically as soon as the new contact meeting the criteria is added or removed from the Segment. Check the article on the Segments update time for more information.
Working with Segments
After creating a Segment, you can perform one of the basic operations, such as:
Creating a copy;
Exporting contacts that belong to the Segment;
Deleting the Segment.
💬 If you want to learn more about the operations you can perform, check the following articles:
Segmentation Presets
Moreover, we introduced Segmentation presets and a brand-new dashboard in the Audience part. There, you will find information about subscribers amounts in various marketing channels, create segments way easier by using our prebuilt scenarios (presets and suggestions), and learn about the benefits of segmentation.
You can find the Presets in the Segments → Create Segment → Pre-built segments.
Segmentation use cases
The primary benefit Segmentation brings is the ability to analyze your customers' behavior, as well as help you to categorize your contacts based on different criteria:
Segment your contacts based on the source tags to define the source from which your contacts were added to Omnisend;
Segment your contacts based on their activity, engagement with your emails, and purchase behavior;
Create a Segment of Inactive contacts, those that didn't purchase from you, and didn't open any emails within the specified period;
Create a Segment of Unsubscribed contacts, or add filters to define the reason;
Create a Cross-Sell segment, defining the product or the category of the product the customer has purchased already.
If you still have any questions or need any assistance, feel free to contact us at [email protected].