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
• Reuse criteria - Save audience rules so staff do not rebuild them for every campaign
• Analyze groups - Understand different customer types
• Personalize - Tailor communications to specific audiences

Types of segments

Dynamic segments

Dynamic segments store criteria that can be evaluated when the audience needs to be reviewed or used.

Example: "Active members with high engagement"

• Criteria define which customers should qualify
• Evaluation refreshes the segment's review state
• Messaging sync is requested separately when the audience needs to be used in Messaging

Dynamic segments are useful for ongoing campaigns and journeys because the audience logic is reusable.

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. Save the criteria as a customer segment
3. Open the saved segment to review its detail page
4. Evaluate the segment when you need its review state refreshed

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

Segments keep the saved criteria that define the audience. Use the segment detail actions to refresh evaluation state before reviewing the audience. Messaging sync is a separate backend workflow when the audience needs to be consumed outside CRM.

Creating a segment saves its rules; it does not automatically sync the audience to Messaging.

Segment size and health

Understanding member counts

Each segment shows:

• Saved criteria - The rules and match mode that define the segment
• Evaluation state - When the segment was last evaluated
• Sync state - Whether a separate Messaging sync has been requested for the segment

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