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Segments

Segments are dynamic, rule-based groups that automatically include contacts matching your criteria. Unlike mailing lists where you manually add members,...

Segments are dynamic, rule-based groups that automatically include contacts matching your criteria. Unlike mailing lists where you manually add members, segments update in real time as contact data changes — so they're always current without any maintenance.

When to use segments vs. lists

SegmentsLists
MembershipAutomatic, based on rulesManual — contacts are explicitly added
UpdatesReal-time as data changesOnly when you add or remove contacts
Best forBehavioral targeting, property-based groupsImported cohorts, opt-in groups, partner lists

Use segments when your audience definition depends on data that changes (engagement, properties, activity). Use lists when you have a fixed group of contacts.

Creating a segment

  1. Open Audience > Segments.
  2. Click New Segment.
  3. Add one or more conditions using the rule builder.
  4. Choose your match logic: All conditions (AND) or Any condition (OR).
  5. Check the real-time contact count to verify your targeting.
  6. Save your segment with a descriptive name.

Condition types

Property conditions

Filter contacts by any built-in or custom property value:

  • "First Name" contains "Alex"
  • "Plan Tier" equals "Enterprise"
  • "Signup Date" is after January 1, 2025

Activity conditions

Target contacts based on their engagement behavior:

  • Opened a campaign in the last 30 days
  • Clicked a link in a specific campaign
  • Has not opened any email in 90 days

List membership

Include or exclude contacts who belong to specific mailing lists:

  • Is a member of "Newsletter Subscribers"
  • Is not a member of "Churned Customers"

Match logic

Every segment uses one of two matching modes:

  • All conditions (AND) — a contact must match every condition to be included. Use this for precise, narrow targeting. For example: "Plan is Enterprise AND opened an email in the last 30 days."
  • Any condition (OR) — a contact only needs to match one condition. Use this for broader reach. For example: "Signed up this month OR was added to the Welcome list."

Using segments

In campaigns

When setting up a campaign's audience, select one or more segments alongside or instead of mailing lists. Contacts are automatically de-duplicated, so nobody receives the same email twice.

In automations

Use segments as entry conditions or branch filters in your automation workflows.

For reporting

Compare campaign performance across different segments to understand which audience groups engage best.

Give your segments clear, descriptive names like "Active enterprise users" or "Inactive 90+ days" — you'll reference them across campaigns, automations, and reports.

Segment count

Each segment shows a live contact count that updates as your audience data changes. This count reflects how many contacts currently match all (or any) of the conditions — use it to validate your targeting before sending a campaign.

Segment membership is evaluated dynamically. Contacts can enter and leave a segment as their data changes without any manual intervention.

Next steps

Next Forms