Changing the AND/OR Operators Used in a Segment

Rules and criteria in a segment are separated by AND and OR operators.

About this task

The operator used affects who the segment describes. For example:

  • All contacts who opened my newsletter AND who have placed an order in the last 30 days.
  • All contacts who opened my newsletter OR who have placed an order in the last 30 days.

By default, criteria are separated by the OR operator and rules are separated by the AND operator. This means that a contact would only have to meet one of the criteria in a rule but would have to match each of the rules to be added to a segment. However, there may be times when you want to make sure a contact matches multiple criteria instead of multiple rules. For example, if you want to build a segments of contacts who purchased a particular item in the last two weeks, you cannot use two rules. Instead, you will need to build a single rule with two criteria that use the AND operator for the criteria. Why?

If you use two rules:
  • Rule 1: ordered this hat
  • Rule 2: placed an order in the last 2 weeks
Any contact who has ever ordered the hat (regardless of when) and also placed the order in the last two weeks are added to the segment. The item they ordered in the last two weeks does not have to be the hat. This is because Bronto evaluates each rule independently and adds contacts who match both rules to the segment.

If you set two criteria within a rule and set the segment's Match Type to Match Any Rule, then the criteria will be considered together. (The contact must have bought the hat in the last two weeks to be added to the segment.) But remember, any other rules you add to this type of segment are now evaluated using the OR operator.


  1. Go to Contacts > Segments.
  2. To
    • Create a new segment, click Create New Segment.
    • Edit an existing segment, click the pencil icon Edit Segment in the row associated with the segment you want to edit.
  3. Click Advanced.

    Advanced Button
  4. Select the match type from the Match Type pull down menu. You can select:
    • Match All Rules: This option separates rules with AND and criteria with OR.
    • Match Any Rule: This option separates rules with OR and criteria with AND.
    "Match Type Menu
  5. Click Apply Changes.