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Segment Best Practices

MarketingAdmin

Learn from experience with these expert tips for creating and managing segments.

Naming conventions​

Use descriptive names​

GoodBad
Platinum Members - At RiskSegment 1
New Members - Last 30 DaysNew
Email Engaged - Weekly OpenersTest Segment
Tournament Attendees 2024Temp

Include key criteria​

  • "Platinum Members - Low Engagement" tells you tier + engagement
  • "Lapsed Golfers - 60+ Days" tells you the timeframe

Use consistent prefixes​

Organize with prefixes:

  • [Lifecycle] New Members
  • [Engagement] At Risk
  • [Campaign] Summer Promo Targets
  • [Static] Event Attendees 2024

Segment organization​

Create a segment hierarchy​

Tier 1: Base segments (rarely change)

  • All Active Members
  • All Platinum Members
  • All Customers with Email

Tier 2: Behavioral segments (dynamic)

  • High Engagement
  • At Risk
  • Email Responsive

Tier 3: Campaign segments (specific use)

  • Summer Promo 2024 Targets
  • Tournament Invitees

Archive unused segments​

  • Review segments quarterly
  • Archive segments not used in 90 days
  • Delete truly obsolete segments

Performance tips​

Keep segments focused​

  • Aim for 2-5 rules per segment
  • Complex segments are harder to maintain
  • Create multiple simple segments vs. one complex one

Use efficient rules​

  • Start with the most restrictive rule
  • "Status = Active" first narrows down quickly
  • Add specific rules after

Monitor segment sizes​

  • Watch for segments growing too large
  • Very small segments may indicate issues
  • Set up alerts for size changes

If a segment has 0 members, check your rules. Often it's a typo or impossible combination.

Testing segments​

Before sending to a segment​

  1. Preview members - Check sample looks right
  2. Check the count - Is it expected size?
  3. Verify key members - Search for known customers
  4. Test with yourself - Add yourself to verify receipt

Create test segments​

Keep a personal test segment:

  • Include only yourself
  • Test campaigns before real sends
  • Verify content and formatting

Common mistakes​

Too broad​

Problem: "All Active Members" for every campaign Solution: Create targeted sub-segments

Too narrow​

Problem: 5 customers match after 10 rules Solution: Simplify rules, check for conflicts

Outdated criteria​

Problem: Using "Joined in 2023" in 2024 Solution: Use relative dates like "Joined in last 365 days"

Forgetting exclusions​

Problem: Including customers already in a journey Solution: Add exclusion rules or use journey suppression

Overlapping segments​

Problem: Same customer in multiple similar segments Solution: Make segments mutually exclusive or consolidate

Segment maintenance​

Regular reviews​

Weekly:

  • Check segment sizes
  • Look for unexpected changes
  • Verify sync is working

Monthly:

  • Review unused segments
  • Check naming consistency
  • Archive obsolete segments

Quarterly:

  • Full audit of all segments
  • Consolidate similar segments
  • Update documentation

Documentation​

For complex segments, document:

  • Purpose and use case
  • Why specific rules were chosen
  • Any dependencies on other segments
  • Who created and when

Segment analytics​

Track key metrics​

MetricWhat it tells you
Size trendIs the segment growing or shrinking?
Campaign performanceDo these customers respond well?
Journey completionAre they completing automated flows?
Churn from segmentAre they leaving the segment?

Use insights to improve​

  • Small engagement → revisit targeting
  • High unsubscribes → check content relevance
  • Low conversions → refine the segment

Next steps​