Segments

Segments are dynamic lists of contacts grouped together by criteria that you define.

When you build your segment, you are setting criteria to use to dynamically associate contacts. For example, you can create a segment containing contacts from Chicago that opened the previous message you sent them. Contacts automatically move on and off of segments based on whether or not they match the criteria associated with a segment.

It is important to note how the use of criteria and rules can affect a contact's segment eligibility.
  • When your segment's Match Type is Match All Rules (default): A contact must meet criteria in every rule in the segment in order to qualify. However, they only need to meet one of the criteria in each rule. So, if your segment has two rules and each of the rules has three criteria, they only need to meet one of the criteria from each rule.
  • When your segment's Match Type is Match Any Rule: The contact must meet all of the criteria in a rule in order to qualify for the segment. If you have multiple rules, they must meet the all of the criteria in one of the rules in order to qualify for the segment. So, if your segment has two rules and each of the rules has three criteria, the contact only needs to meet all three criteria for one of the rules.
If your segment uses order data and the Match Type is Match Any Rule, a contact can only qualify for a segment when all of the criteria are met within a single order. But when your segment uses order data and the Match Type is Match All Rules, they can be added to a segment when they meet the criteria across multiple orders. This is because of how order data is analyzed. When an order must meet all of the criteria for a rule, as soon as the order does not meet a criteria the contact associated with the order is not included.

Segments are one of the most important parts of a successful email marketing campaign. They allow you to create highly targeted groups of contacts that you can send messages to and can greatly increase the relevancy of your messages and the potential for contact engagement.

Note: Segments do not collect tracking or order conversion data from test deliveries.