Segment
A dynamic grouping of profiles defined by specific conditions that automatically updates.
A dynamic grouping of profiles defined by specific conditions that automatically updates.
Why It Matters
Segments enable personalization at scale—sending the right message to the right person. Dynamic segments automatically update as customer behavior changes, meaning a 'VIP' segment always contains current VIPs, not last year's. Segmented campaigns typically see 14% higher open rates and 100% higher click rates than unsegmented blasts.
Practical Example
Scenario
A beauty brand creates segments: VIP (3+ orders, $500+ LTV), Engaged (opened email last 30 days), Churning (purchased 90+ days ago, no recent engagement), and New Subscribers (subscribed last 14 days).
Calculation
Each segment receives tailored messaging and offersResult
VIP segment campaigns convert at 8% vs 2.5% for general list—same effort, 3x the revenue per recipient. Churning segment gets winback offers with deeper discounts.
Pro Tips
- 1Create engagement-based segments first (30-day engaged, 60-day engaged, unengaged)
- 2Build purchase-behavior segments (VIP, repeat buyer, one-time buyer, never purchased)
- 3Use segments for exclusions too—exclude recent purchasers from sale emails
- 4Review segment sizes monthly to catch unexpected shrinkage or growth
Common Mistakes to Avoid
Frequently asked questions
Put it to work
Related Terms
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7.7x blended return at scale — seven figures attributed, across five straight quarters · Modern Prairie · Apr 2025–Jun 2026 Read the Modern Prairie case study
