Classic Segment builder will be sunset on 27 September 2022; therefore, there's some essential information for you to know before this change.


Before you begin

Next steps

Segmentation logic

Difference between segment builders

Changes by filter groups

Our recommendations

Other changes

Before you begin

  • New segmentation was created to ease the process of filtering your contacts.

  • We’ve already enabled most of your segments in the ‘new’ builder. Unfortunately, we couldn’t do them all. To keep your segments working after the change from classic to new segment builder, you’ll need to edit those segments manually that we were unable to move over.

  • The segments that need your attention are highlighted with the read-only label.

  • Read-only segments continue to work, as usual, until 27 September. Moreover, we’ll migrate all your segments used in automations or audience sync for you. However, the rest of the segments that are running on the classic segment builder engine will stop working after we close the classic segment builder on 27 September 2022.

  • Please review and, if needed, migrate your segments labelled read-only before September 27, 2022.

Next Steps

Let's start by editing highlighted with 'read-only' label segments. Trust us; it will only take a few clicks.

Step 1. Go to your Segments tab, and you'll see a banner informing how many segments need editing. Click view segments for direct access.

You will also see that those segments are labeled with a Read-only tag.

Please note that any segments currently being used in active automation workflows or added to scheduled campaigns and labeled Read-only will stop working after September 27, 2022, if no action is taken to re-create them.

Step 2. Locate the Read-only segment and click Edit.

Step 3. Click the ‘start editing’ button and recreate the rules you see above manually, as you would build a segment usually.

Step 4. Click “Update segment,” and the segment will be updated altogether with the contacts who match the rules.

Segmentation Logic

The New segment builder is made to make it easier and more flexible for you to reach your goals by design.

Think of making segment rules as putting together a sentence like this: Give me a list of the people who have signed up and have or haven't done something. It always starts with the contact's information, such as their city, state, or phone number. And then it says something they have or haven't done, like bought something or received a message.

You can always add more conditions to get more specific, such as "message from automation with the title "Welcome automation."

Difference between segment builders

As the New Segment builder's logic and capabilities differ from the classic one when editing old segments, you can expect:

  • differences in rule management;

  • differences in contact count in the segment.

Let's review some examples 💡

Example 1. I see a different number of contacts in a classic and a new segment.

Don't worry; it is completely normal. As we build a New Segment builder to be more advanced in its logic and accuracy - this can lead to contact number differences in the segment.

Most likely, you will experience a more significant contact number when creating segments with the 'Location' filter. The new segment builder takes only provided contact address as a filter, while the classical builder considers browsing location if the address was not available.

Example 2. When contact properties are connected with the 'OR' operator.

In some cases, you won't be able to edit those segments due to functional segment builders' differences. Try to use the “any of” operator. It is automatically applied if you select more than one value from a dropdown and acts very similarly to the 'OR' operator. Let's review the segments in the example below.

For example, the old segment looked like this and included contacts who are subscribed to email channel and have either of different lifecycle stages:

In new segmentation, it could be re-created with “any of” operators, which simplifies the process for you:

Example 3. Some event names have changed.

Below you'll find the list of event names that changed but stand for the same filter. Some filter names have changed for better clarity.

In most cases, you will need to add additional conditions or specify a channel to a filter to receive the same result. Filter grouping was updated as well, e.g., instead of “Channel” or “Shopping behavior,” you'll see “Engagement” and “Products.”

Classic segmentation

New segmentation

Email channel status

Subscription status

SMS channel status

Subscription status

Push notification channel status

Subscription status

Email opt-in

Opted in

SMS opt-in

Opted in

Browser push notification opt-ins

Opted in

Purchased product

Ordered product

Not purchased product

Ordered product

Purchased from category

Ordered product + Product category condition

Not purchased from the category

Ordered product + Product category condition

Been sent email campaign

Received message

Not been sent email campaign

Received message

Been sent SMS campaign

Received message

Not been sent SMS campaign

Received message

Opened email campaign

Opened message

Not opened email campaign

Opened message

Clicked email campaign link

Clicked on message

Not clicked email campaign link

Clicked on message

Clicked SMS campaign link

Clicked on message

Not clicked SMS campaign link

Clicked on message

Example 4. Using not "in the last" filter.

If you use the rule + a filter "not in the last", for example:

All contacts who have Viewed the page at least 1 time, not in the last 5 days:

You might see contacts who also viewed the page in the last 5 days in that segment.


This is due to the fact that the New Segment builder is based on event architecture, which causes it to evaluate things in a slightly different manner. This rule essentially states, "Provide me with all the contacts who have this event, but not in the last 5 days".

But this rule does not say do not provide me with contacts who had this event in the last 5 days. That’s why you can see contacts that have performed selected action even on the excluded day range.

If you want to have a strict rule that provides you with contacts who did not see the page in the last 5 days but saw it at least once before, you need to use a double rule. For example:

All contacts who have Viewed the page at least 1 time, not in the last 5 days AND
Have not viewed the page at least 1 in the last 5 days. This way you’ll get the contacts who did not see the page in the last 5 days but saw it at least once before those 5 days.

Changes by filter groups

Filter by channel

With classic segment builder, you first had to select a channel, and only then could you choose contact property like 'consent' or 'status.'

With a new builder, you will start by selecting a contact property, such as “Subscription status,” and applying the channel rule afterward.

Filter by shopping behavior

Now you need to select the event you want to filter on, like Placed order, and afterward, choose if contacts "have" or “have not” performed the action.

Filter by email/SMS campaign activity

Now you firstly will need to select the action the user has done with a campaign (clicked/opened/received a message) then select a type of a campaign or specified conditions. As a bonus, you can now filter out customers based on their interactions with automated workflows as well.

Filter by properties

Now all of the custom events and properties are listed in a dropdown in the “Custom events” and “Custom properties” groups.

Filter by opt-in and opt-out

Now, as a first step, you need to select what contact has done, in our case, Opted in, and afterward, specify a channel.

Our recommendations

We strongly suggest getting rid of old, unused segments so that:

a) your list of segments stays neat and clean, and b) you only have to edit segments you use or plan to use.

We've found segments you haven't used in the last 90 days that are no longer active, so you can quickly delete them. Just open them to turn them back on if you ever need them. Learn more about inactive segments here.

Moreover, you can choose to filter segment types you would like to see and manage.

You can choose to see inactive segments or read-only segments by clicking on the Filter by dropdown.

Other changes

Omnisend is adding new data points to help you make more targeted segments, and the way you were using our segment builder is also changing. Take a look at some of the main differences between the two to help you make the transition smoother.

What is added to the New Segment builder compared to the Classic one:

  • Web tracking data, e.g., Contact viewed page x; contact has not viewed category y segment filters;

  • Segmenting by contact engagement with automation workflow messages, e.g., automation messages, SMS messages, etc.

  • Unlimited number of segments;

  • Custom events (everything from integrations to API), but limited to 50 custom events per brand.

What you won't find in New Builder compared to Classic one:

  • Segments on the fly. When building segments, you'll only see how many contacts are added to a segment after saving it. This functionality will be introduced later.

  • Placed order after/before specific/last campaign filter.

If you’re encountering any issues, please feel free to contact our support team, or your CSM, via live chat or at [email protected].

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