If this is the first time you are working with Segments, you have landed on the right article. Here, we will look into the Segments block-by-block, to assemble one that combines different channels, mailing activity, purchase behavior, and any other rule.

Please note that this guide is dedicated to Classic segmentation only. Read more about New Segmentation in this guide.


Segment structure
Building a complex Segment
Building blocks

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

Segment structure

The Segment can have a complex structure, and consist of:

  • Rule-sets (underlined in green) that define the combination of different Segmentation options, letting you specify different operators (OR and AND) inside of the Rule-set and between different Rule-sets.

  • 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 each of the Rules.

Building a complex Segment

To start building the Segment, you should go to the Audience tab -> click on the Create segment button.

Now, let's look into the Segment structure. Every Segment consists of the Rule-sets:

These Rule-sets are the primary building blocks that can be connected either with AND or OR operators. If you change one operator, the rest of the operator will change as well.

If you want to combine AND and OR operators in a single Segment, you should add another rule to the existing Rule-set. Let's check the example:

Apart from adding the rule, you can also add any number of filters to each of the rules, all combined with the AND operator.

Building blocks

Now, let's check what options should you choose to create Rule-sets, add additional Rules and Filters:

  • Click on the Add filter to add another Rule-set;

  • Click on the + button to add another Rule to the rule-set;

  • Click on the Filter button to add another Filter to the rule;

Rules within the Rule-set

When you need to connect your rules with both AND and OR operators, you need to choose the right structure.

For example, there is a clear difference between these two rules:

  • customer is subscribed AND (opened the email OR purchased a product)

  • (customer is subscribed AND opened the email) OR purchased a product

Although both Segments have the same set of rules, the operators connecting them define the result. In this particular case, the second Segment is more restrictive, as your customer should be subscribed and also open at least one of your Email Campaigns.


After selecting a Rule, you need to choose a more specific Filter from the set of filters available for each of the Segment options. These filters can be added from the main menu when adding a rule or by clicking on the Add filter to rule set option.

All of the filters can be categorized as:

  • Multiple options;

  • Number;

  • Boolean;

  • Date.

Some of them may combine multiple options, boolean and number or date and boolean, and so on. For example, after selecting the rule Placed order, filter Order Feedback, you can check whether any of your customers left any feedback or what kind of feedback they left.

You can also add a combination of different filters to a single Rule to define your Segment more specifically.

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

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