Using segmentation, you can organize your contacts based on data synced from your store and collected through Omnisend. You can group contacts by interests, shopping behavior, demographics, and more, making it easy to send relevant, personalized messages.
Continue reading to learn about creating segments, including default segments, segment structure, available filters, and how to use segments in different ways.
Before You Begin
Segmentation is available on all Omnisend plans.
Segmentation allows you to work with all your contacts (subscribed, non-subscribed, and unsubscribed). However, campaigns can only be sent to subscribers. Check what messages can be sent based on contact subscription status.
Some segment filters may not appear in your account, depending on your eCommerce platform and the data it syncs with Omnisend. If you have an API-connected store, learn how to pass all the important events here.
Once a segment is created and saved, it updates automatically by adding or removing contacts in real time based on the defined filters. Read about segment update timing.
Segment Options
Omnisend offers a variety of segmentation filters to help you create targeted contact groups. You can segment based on personal data, engagement with your marketing messages or store, purchase behavior, order value, and more.
Creating a Segment
Step 1. Go to the Audience tab → Segments → click on the Create segment button.
Step 2. Pick one of the prebuilt segments, use AI prompts to build your segment, or create a custom segment by clicking Create from Scratch.
Step 3. Add all necessary filters by clicking Add filter → pick the filters you need. Once you're done, click the Save segment to see the contacts that fall into your segment.
Step 4. Give a name to your segment. This name is internal and will help you identify the segment within the saved segments list.
Step 5. Once you are done with a particular segment, you will find it under the Segments tab. Segments can be arranged alphabetically or chronologically by using the sort button ↓.
💡 You can mark a segment as favorite to pin it at the top of your segments list.
That's it! Your segment is done and will update automatically once a new contact meets the defined filters.
Segment Presets
Omnisend offers a list of preset segments that are predefined segments with ready-made filters that can be created with a single click. These presets simplify the segmentation process by providing commonly used scenarios and suggestions to help you get started quickly and understand the value of segmentation.
You can find the presets in the Segments → Create segment → Prebuilt segments.
You can always customize the filters in any preset segment to better match your audience and marketing goals.
Managing Segments
Once a segment is created, you can take additional actions to manage it or organize your segment list.
The following options are available:
Edit — Modify an existing segment by adding, removing, or adjusting filters. After making changes, click Save to update the segment based on the new filters.
Copy — Create a duplicate of the segment to make quick adjustments without starting from scratch..
Export — Download all contacts in the segment as a CSV file.
Sync to Google or Facebook — Connect your segment to Facebook Custom Audience or Google Ads for use in targeted ads
Archive — Archive segments that are no longer in use. Archived segments become read-only, and all contacts are removed from them. You can restore archived segments anytime from the View Archived Segments tab.
Delete — Permanently remove the segment from your list. This action only deletes the segment’s filter set; it does not delete any contacts within the segment. Deleted segments cannot be restored.
⚠️ Note! If you edit, archive, or delete a segment that’s used in an automation or form, a warning will appear. Any changes made to the segment will directly affect the automation or form it’s connected to.
💬 Learn more about other actions you can apply to your segments:
Using Segments
Segments in Campaigns
With segments, you can send campaigns only to targeted audiences, improving engagement and conversion rates. This also allows you to tailor your campaign content based on the audience type.
You can select to send your campaign to one or more selected segments:
Or exclude one or more selected segments from the list receiving your campaign:
💡 You can include or exclude segments for all campaign channels: Email, SMS, and Push Notification.
Segments in Automation
Segments can be used as triggers for automation workflows. You can set an automation to send messages when a contact enters or exits a selected segment. Learn more about segment entry/exit automation.
Segments can also be used for more precise targeting in automations with other triggers. They can be applied as an audience filter or a conditional split within a workflow.
Segments in Forms
You can use a segment in the form Targeting Settings, choosing which audience group can see your form.
Include Segments — Show your form for selected segments.
Exclude Segments — Prevent selected segments from seeing your form.
💡 You can also use segments to perform bulk actions on your contacts. Select all contacts within a segment to add or remove tags, change their subscription status, unsubscribe them, or delete them.
Segmentation Best Practices
Segmentation helps you better understand customers’ behavior and organize contacts based on meaningful criteria. Use the following best practices to get the most out of your segments:
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 who 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] or via in-app chat.