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Advanced Segment Rules

MarketingAdmin

Go beyond basic rules with AND/OR logic, nested conditions, and relative dates.

AND vs OR logic​

AND logic (default)​

All rules must match. Customers must satisfy every condition.

Example: High-value at-risk customers

  • Membership Tier equals "Platinum" AND
  • Churn Risk greater than 60

Result: Only Platinum members with high churn risk

OR logic​

Any rule can match. Customers satisfy at least one condition.

Example: Premium members (any tier)

  • Membership Tier equals "Platinum" OR
  • Membership Tier equals "Gold"

Result: All Platinum and Gold members

Switching between AND/OR​

  1. Look for the logic toggle between rules
  2. Click to switch from AND to OR (or vice versa)
  3. Preview updates automatically

Be careful with OR logic - it typically results in larger segments. Always preview before saving.

Combining AND and OR​

Use rule groups for complex logic.

Example: Active premium members

(Tier = "Platinum" OR Tier = "Gold")
AND
(Status = "Active")
AND
(Engagement > 50)

Creating rule groups​

  1. Click Add Group
  2. Add rules within the group
  3. Rules in a group use OR logic
  4. Groups are combined with AND

Relative dates​

Instead of fixed dates, use relative dates that update automatically.

Relative date options​

OptionMeaning
TodayCurrent date
X days agoPast date relative to today
X days from nowFuture date relative to today
This weekCurrent week (Mon-Sun)
This monthCurrent calendar month
This yearCurrent calendar year
Last X daysRange from X days ago to today

Examples​

RuleMeaning
Last booking before "60 days ago"Hasn't booked in 60+ days
Joined after "30 days ago"New in the last month
Birthday in "This month"Birthday this calendar month
Renewal before "30 days from now"Renewal coming up

Use relative dates for evergreen segments. "Joined in last 30 days" always captures new members, while "Joined after 2024-01-01" becomes outdated.

Checking for empty/missing data​

Is empty​

Find customers missing data:

  • Phone is empty → Customers without phone numbers
  • Email is empty → Customers without email

Is not empty​

Find customers with data:

  • Phone is not empty → Customers with phone numbers
  • SCL Member ID is not empty → Linked to membership

Negation rules​

NOT equals​

Exclude specific values:

  • Tier not equals "Bronze" → Everyone except Bronze

NOT in list​

Exclude multiple values:

  • Tier not in ["Bronze", "Silver"] → Gold and Platinum only

Combining multiple approaches​

Complex example: Re-engagement campaign targets

Target:
(
  (Engagement < 40 OR Churn Risk > 50)
  AND
  Status = "Active"
  AND
  Last Activity before "30 days ago"
  AND
  Email is not empty
)

Exclude:
  Has active journey = true

This finds:

  • Active customers
  • With low engagement OR high churn risk
  • Who haven't been active in 30 days
  • Who have email addresses
  • Who aren't already in a journey

Testing complex rules​

Use preview liberally​

  • Check member count after each rule
  • Compare against expected size
  • Review sample members

Build incrementally​

  1. Start with one rule
  2. Preview
  3. Add another rule
  4. Preview again
  5. Repeat until complete

Check edge cases​

  • What happens at boundaries?
  • Are the right people included?
  • Are the wrong people excluded?

Common advanced patterns​

Recency-Frequency combo​

Last booking in last 30 days
AND
Bookings in last 90 days >= 3

Active and frequent customers

Score band targeting​

Engagement between 40 and 60
AND
Churn Risk between 30 and 50

Middle-ground customers who could go either way

Channel preference​

Email opens in last 30 days > 0
AND
SMS clicks = 0

Prefers email over SMS

Next steps​