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.

You will also learn how to use our New segmentation tool, which provides even more flexibility when working with segments.


Before you start
Segment structure
Segment options
Segment setup
Working with Segments
Segmentation use cases
New segmentation
Segmentation presets

You can start from the video recording or look through the instructions provided below.

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 structure

A single Segment can filter your contacts based on any number of parameters. You are also free to combine them in any way you prefer, using both OR and AND operators.

Here, the Segment consists of:

  • Rule-sets (underlined in green) that define the combination of different Segmentation options.

  • Rules (underlined in red) that identify the main rule to which the filter is applied.

  • Filters (filled in with light-pink) that identify the qualification or qualifications for the main rule.

💬 Check the instruction on the Segment structure to learn more about different blocks and their combinations.

Segment options

There are 5 Segmentation options in Omnisend; all can be combined within a single Segment with any number of filters.

  1. Channels;

  2. Shopping behavior;

  3. Email campaign activity;

  4. SMS campaign activity;

  5. Contact 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

Any of the rules applied to the Segment recalculate your contacts base immediately. However, if you need to create a Segment that can be used for your Campaigns sending, Automations triggering, etc., you should save filtered contacts to the Segment.

1. To create a Segment, go to the Audience tab -> click on the Create segment button within the All contacts sections.

2. Add all necessary filters. Your filtered contacts will appear automatically to give you a better idea of who exactly is on that Segment. Click the Save segment button once you are done. 

If you wish to re-select the rule before saving the Segment, you can click Cancel at any time while creating the Segment.

3. Name your Segment. This name is internal and will help you identify the Segment within the Saved Segments list.

4. Once you are done with a particular segment, you will find it under the Saved 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.

Here, you can also find the option to sync your Segment to Facebook or Google.

💬 If you want to learn more about the operations you can perform, check the following articles:

- Combine two Segments;

- Add contacts to an existing Segment.

Segmentation use cases

The primary benefit Segmentation that brings is the ability to analyze your customers' behavior, as well as helping you to categorize your contacts based on different criteria:

💡 You can also find a couple of different Segments within the Suggested Segments tab. All you need is to click on the Create button to build one of the Suggested Segments in your Omnisend account.

New segmentation

We are gradually introducing our new segmentation feature, which offers new segmenting capabilities to make your marketing more relevant.

New Segmentation filters include Contact properties, Marketing, Web-tracking, Custom events.

To access it, navigate your Audience tab → New Segmentation:

To start building the segment, click Filter contacts button and pick the filter for your segment:

Currently, filters that you can use for your segments, include:

  • Contact properties (city; country; state; tags; custom properties; RFM segment ID; gender; channel status; address; email; first name; last name; phone number; zip code (postal code); birthday).

  • Any custom events you have in your account:

  • Marketing activity (received, opened and clicked promotional messages). Emails from both campaigns and automations are classified as promotional messages:

  • Web tracking (viewed page and viewed product events):

    Moreover, to build more sophisticated segments, you can also use:

  • "AND" and "OR" operators to combine different rules for a single segment:

  • Negative events that allow you to identify audiences who haven't done something:

  • Date filters to have more flexibility while creating segments:

  • Auto-suggest to ease work with text or list attributes:

This segmentation is still under development, nevertheless, it adds many valuable additional use cases, such as segmenting based on website behavior, custom events, segmenting based on client name (Apple Mail vs others), custom events, or combining automation and campaign sents/opens/clicks in a segment.

Segmentation Presets

Moreover, we introduced Segmentation presets and a brand-new dashboard in the Audience part. There you will find information about subscribers amount 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 Audience → Pre-built segments:

If you still have any questions or need any assistance, feel free to contact us at [email protected].

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