Segments Overview
Segments are groups of members that share similar characteristics. Use segments to send targeted campaigns, create exclusive rewards, and monitor specific customer groups.
What Are Segments?
A segment is a filtered group of members. Instead of emailing all 12,000 customers the same message, you can:
- Email only the 3,000 high-spenders
- Email only the 1,500 inactive members
- Email only the 500 VIP members
- Create segment-specific rewards
Result: Better engagement, higher sales, happier customers.
Accessing Segments
Click Segments (left sidebar):
┌─────────────────────────────────────────────────────────┐
│ Segments [Create Segment ↻] │
├─────────────────────────────────────────────────────────┤
│ │
│ Pre-Built Segments (Ready to Use) │
│ │
│ ┌────────────────────────────────────────────────────┐ │
│ │ 🌟 VIP Members │ │
│ │ Members: 456 │ │
│ │ Avg Lifetime Value: $4,250 │ │
│ │ Last Updated: Just now │ │
│ │ [View] [Send Campaign] [Edit] │ │
│ ├────────────────────────────────────────────────────┤ │
│ │ 🔥 High-Value Customers │ │
│ │ Members: 2,340 │ │
│ │ Avg Lifetime Value: $1,850 │ │
│ │ Last Updated: Just now │ │
│ │ [View] [Send Campaign] [Edit] │ │
│ ├────────────────────────────────────────────────────┤ │
│ │ ⚠️ At-Risk / Churn │ │
│ │ Members: 1,120 │ │
│ │ Last Purchase: 90+ days ago │ │
│ │ Last Updated: 2 hours ago │ │
│ │ [View] [Send Campaign] [Edit] │ │
│ └────────────────────────────────────────────────────┘ │
│ │
│ Your Custom Segments │
│ │
│ ┌────────────────────────────────────────────────────┐ │
│ │ 💎 Holiday Spenders │ │
│ │ Members: 890 │ Created: Mar 1 │ │
│ │ [View] [Send Campaign] [Edit] │ │
│ ├────────────────────────────────────────────────────┤ │
│ │ 🎂 Birthday Month │ │
│ │ Members: 1,040 │ Updates Daily │ │
│ │ [View] [Send Campaign] [Edit] │ │
│ └────────────────────────────────────────────────────┘ │
│ │
└─────────────────────────────────────────────────────────┘
Pre-Built Segments
Ready to use out of the box:
🌟 VIP Members
Criteria: Total spent > $2,500 OR points balance > 5,000 Size: Typically 3-5% of members Use: VIP-only campaigns, exclusive rewards, early access
Example campaign: "VIP Early Access: New Collection Launches Tomorrow!"
🔥 High-Value Customers
Criteria: Average order value > $100 AND 5+ purchases Size: Typically 10-20% of members Use: Premium rewards, loyalty appreciation, upsell campaigns
Example campaign: "Rewards Unlocked: New $50 Off Code Just for You"
⚠️ At-Risk / Churn
Criteria: Last purchase > 60 days ago AND had 2+ purchases Size: Varies (5-15% for healthy programs) Use: Re-engagement campaigns, win-back offers, retention
Example campaign: "We Miss You! 100 Bonus Points to Come Back"
📦 New Members
Criteria: Enrolled < 30 days ago Size: Daily new members Use: Welcome series, onboarding, encourage first purchase
Example campaign: "Welcome! Here's Your 100 Bonus Points"
🎯 Points Near Reward
Criteria: Points balance is 80-99% of a reward threshold Size: Varies (2-10%) Use: Encouragement campaigns, drive the last purchase
Example campaign: "You're So Close! One More Purchase Unlocks Your Reward"
🎂 Birthday This Month
Criteria: Customer's birthday is in the current month Size: ~8% of members (1/12 of active base) Use: Birthday bonuses, special offers
Example campaign: "Happy Birthday! Here's 300 Bonus Points From Us"
✨ Referral Active
Criteria: Has made at least 1 successful referral Size: Varies (5-25% for growth-focused stores) Use: Referral rewards, ambassador programs
Example campaign: "Keep Referring! You've Earned 2,000 Points This Quarter"
Creating a Custom Segment
Navigation
Click Segments → [Create Segment]
Step 1: Name Your Segment
┌────────────────────────────────────────────────────┐
│ Create Segment │
├────────────────────────────────────────────────────┤
│ │
│ Segment Name: │
│ [Spring Sale Shoppers] │
│ │
│ Description (internal notes): │
│ [Members who spent $50+ in March/April] │
│ │
│ [Next] │
│ │
└────────────────────────────────────────────────────┘
Step 2: Add Filters
┌────────────────────────────────────────────────────┐
│ Add Filters │
├────────────────────────────────────────────────────┤
│ │
│ Current Filters: │
│ │
│ ┌──────────────────────────────────────────────┐ │
│ │ Filter 1: Last Purchase [is in last] │ │
│ │ [30 days] ────────────────────────│ │
│ │ │ │
│ │ AND │ │
│ │ │ │
│ │ Filter 2: Lifetime Spend [is greater] │ │
│ │ [$50] ────────────────────────────│ │
│ │ │ │
│ │ AND │ │
│ │ │ │
│ │ Filter 3: Current Points [is less] │ │
│ │ [1000] ────────────────────────────│ │
│ │ │ │
│ │ │ │
│ │ [+ Add Another Filter] [Remove Filter X] │ │
│ └──────────────────────────────────────────────┘ │
│ │
│ Filter Logic: │
│ ⦿ Match ALL filters (AND) │
│ ○ Match ANY filter (OR) │
│ │
│ [Preview Results] [Next] │
│ │
└────────────────────────────────────────────────────┘
Step 3: Review Results
┌────────────────────────────────────────────────────┐
│ Review Segment │
├────────────────────────────────────────────────────┤
│ │
│ Segment Name: Spring Sale Shoppers │
│ │
│ Filters Applied: │
│ • Last purchase in last 30 days │
│ • Lifetime spend > $50 │
│ • Current points < 1000 │
│ │
│ Matching Members: 3,450 │
│ │
│ Segment Preview: │
│ ┌──────────────────────────────────────────────┐ │
│ │ Name │ Email │ Last Purchase │ │
│ ├──────────────────────────────────────────────┤ │
│ │ Sarah J. │ sarah@... │ 5 days ago │ │
│ │ Mike C. │ mike@... │ 12 days ago │ │
│ │ Emma W. │ emma@... │ 8 days ago │ │
│ └──────────────────────────────────────────────┘ │
│ │
│ Segment will auto-update daily. │
│ │
│ [Previous] [Save Segment] │
│ │
└────────────────────────────────────────────────────┘
Step 4: Save
Click [Save Segment] and it's ready to use for campaigns and rewards.
Available Filters
When creating a custom segment, use these filters:
| Filter | Options | Example |
|---|---|---|
| Last Purchase | in last X days | Last 30 days |
| Lifetime Spend | > or < amount | Greater than $500 |
| Current Points | > or < amount | Less than 1000 |
| Tier Status | equals | Gold or above |
| Member Since | in last X days | Joined last 90 days |
| Purchase Frequency | X purchases in Y days | 3+ in last 60 days |
| Has Redeemed | yes/no | Has never redeemed |
| Referral Status | Made referral | Yes |
| Email Status | Opens/Clicks/None | Never opens emails |
| Product Purchased | specific product | Bought red t-shirt |
| Collection Purchased | specific collection | Bought from Sale |
Using Segments
Send a Campaign
Click any segment, then [Send Campaign]:
The campaign creation dialog opens with this segment
pre-selected as the audience. Easy!
View Segment Members
Click [View] to see all members in the segment:
┌────────────────────────────────────────────────────┐
│ Spring Sale Shoppers (3,450 members) │
├────────────────────────────────────────────────────┤
│ │
│ [Export CSV] [Send Campaign] [Add to Group] │
│ │
│ ┌──────────────────────────────────────────────┐ │
│ │ Name │ Email │ Last Purchase │ │
│ ├──────────────────────────────────────────────┤ │
│ │ Sarah J. │ sarah@mail │ 5 days ago │ │
│ │ Mike C. │ mike@mail │ 12 days ago │ │
│ │ ... (3,448 more) │ │
│ └──────────────────────────────────────────────┘ │
│ │
└────────────────────────────────────────────────────┘
Export Segment
Click [Export CSV] to download all members in the segment for:
- CRM integration
- Email provider upload
- Data analysis
Edit Segment
Click [Edit] to adjust filters:
- Change date ranges
- Add/remove criteria
- Change AND/OR logic
Changes take effect immediately and member count updates.
Segment Strategy
Tier Your Customers
Create segments at different value levels:
Segment Criteria Members Strategy
─────────────────────────────────────────────────────────
VIP Spent >$5,000 2% White-glove service
Premium Spent $1,000-5,000 8% Special perks
Regular Spent $100-1,000 35% Engagement
New <30 days 15% Onboarding
Inactive >90 days no purchase 40% Win-back
Tailor campaigns by tier:
- VIP: Premium rewards, early access
- Premium: Appreciation, upsell
- Regular: Engagement, retention
- New: Onboarding, first purchase incentive
- Inactive: "We miss you" offers
Seasonal Segments
Create time-based groups:
Segment When Created Use Case
──────────────────────────────────────────────────
Holiday Shoppers Oct 1 Black Friday campaigns
Spring Cleaners Feb 1 Spring collection
Back to School Jul 1 School season
Summer Vacationers May 1 Travel-related
Behavioral Segments
Focus on actions, not demographics:
Segment Criteria Use Case
──────────────────────────────────────────────────────
Cart Abandoners Added item, no purchase Recovery campaigns
Email Openers Opens 50%+ of emails New product launches
Repeat Buyers 3+ purchases Loyalty programs
Big Spenders AOV >$150 Premium rewards
Review Writers Left 2+ reviews User-generated content
Referrers Made 2+ referrals Ambassador program
Performance Segments
Monitor outcomes:
Segment Criteria Metric to Watch
───────────────────────────────────────────────────────────────────────
High Margin Buyers Bought margin >40% Profitability
Fast Deliverers Converted in <24 hrs Quick turnaround
Loyal Buyers Every 30-45 days Repeat rate
High Redeemers Redeemed 3+ times Engagement
Churn Risk Declining purchase frequency Risk score
Best Practices
Start Simple
- Create 3-5 segments first
- Use pre-built templates
- Master them before complex custom segments
Use Descriptive Names
❌ "Segment 1" ✅ "High-Value + Inactive (At Risk)"
❌ "Group A" ✅ "Birthday Month — April 2025"
Test Segment Size
- Too small (fewer than 100 members): Limited campaign impact
- Too large (more than 10,000): Not targeted enough
- Sweet spot: 500-5,000 members per segment
Monitor & Update
- Review segments monthly
- Adjust filters based on results
- Delete underperforming segments
- Create new ones based on campaign learnings
Combine Segments for Campaigns
You don't have to send to just one segment:
Example campaign targets:
All Members ÷ At-Risk Segment = 10,450 members
Send the same "we miss you" campaign to both
the At-Risk segment (high priority)
and a 10% sample of All Members (control group)
to measure effectiveness.
Common Segment Use Cases
"Nudge" Campaigns
Segment: Points Near Reward (80-99% toward next reward)
Campaign: "You're {'{'{points_until_reward}'}'} points away!"
Goal: Close the last purchase needed for redemption
"Thank You" Campaigns
Segment: High-Value Customers
Campaign: "Thank you for being a loyal customer!"
Goal: Retention, appreciation
"Win Back" Campaigns
Segment: At-Risk / Churn (90+ days inactive)
Campaign: "Special offer: 50% extra points this weekend"
Goal: Re-engage lapsed customers
"Exclusive" Campaigns
Segment: VIP Members
Campaign: "VIP-only: $100 off code (today only)"
Goal: Reward loyalty, create exclusivity
"Get to Know You" Campaigns
Segment: New Members (< 14 days)
Campaign: "Help us tailor your experience — take this 2-min survey"
Goal: Gather preferences, personalize
Advanced: Segment Rules
Some segments update automatically:
Dynamic Segments (update in real-time):
Birthday This Month
✓ Automatically updates as customers' birthdays arrive
✓ Size changes daily
Points Near Reward
✓ Automatically updates as points are earned
✓ Size fluctuates based on earning activity
New Members
✓ Automatically adds new enrollees
✓ Automatically removes after 30 days
Static Segments (you control updates):
- Spring Sale Shoppers
- Q1 High Spenders
- Your custom segments
Next Steps
- Send Your First Campaign to a segment
- Check Analytics for segment performance
- Create Rewards for specific segments