What are Segments?

StaffMarketingAdmin

Segments are groups of customers who share common characteristics. They're essential for targeted marketing and understanding your customer base.

Why use segments?

Without segments, you'd have to:

• Send the same message to everyone
• Manually select customers for each campaign
• Guess who might be interested in what

With segments, you can:

• Target precisely - Reach the right customers with the right message
• Automate grouping - Customers are automatically added/removed based on criteria
• Analyze groups - Understand different customer types
• Personalize - Tailor communications to specific audiences

Types of segments

Dynamic segments

Dynamic segments automatically update as customer data changes.

Example: "Active members with high engagement"

• Customers matching criteria are automatically included
• If engagement drops, they're automatically removed
• Always reflects current state

Dynamic segments are perfect for ongoing campaigns and journeys because they stay current without manual updates.

Static segments

Static segments have a fixed list of customers.

Example: "Attendees of Summer Tournament 2024"

• Specific customers are added to the list
• The list doesn't change automatically
• Good for one-time events or specific cohorts

Segment examples

Here are some common segments you might create:

Segment Name	Criteria	Use Case
At-Risk Members	Churn risk > 60	Re-engagement campaigns
VIP Customers	Platinum tier	Exclusive offers
New Members	Joined in last 30 days	Welcome series
Lapsed Golfers	No booking in 60+ days	Win-back campaigns
Email Openers	Opened email in last 7 days	Active audience
Birthday This Month	Birthday in current month	Birthday greetings

How segments work

Creating a segment

1. Define criteria (e.g., "Membership tier is Platinum")
2. The CRM finds all matching customers
3. Segment is created with those customers
4. For dynamic segments, matching continues automatically

Using a segment

Once created, segments can be used for:

• Campaigns - Send emails/SMS to segment members
• Journeys - Trigger journeys when customers join a segment
• Analysis - View segment size and trends
• Export - Download segment members for external use

Segment sync

Dynamic segments are re-evaluated regularly to:

• Add customers who now match criteria
• Remove customers who no longer match
• Keep member counts accurate

Segment sync runs automatically throughout the day. You can also trigger a manual sync for any segment.

Segment size and health

Understanding member counts

Each segment shows:

• Current members - How many customers match now
• Change - Increase or decrease from last sync
• Last synced - When the segment was last updated

Healthy segment sizes

Size	Recommendation
0-10	Very targeted - check if criteria is too strict
10-100	Good for personalized outreach
100-1000	Typical marketing segment
1000+	Large audience - consider splitting

Next steps

• Creating Segments - Build your first segment
• Segment Templates - Start with pre-built segments
• Advanced Rules - Complex criteria combinations