Segments are groups of subscribers that are queried from your main list. You can create ad-hoc segments for one-time use or create your own to reuse at another time.
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Segments allow you to group together subscribers that have things in common. For example, you might want to create a segment of subscribers that all have the same tag or who are all currently subscribed to the same campaign.
Segments vs. Lists
Let’s take a look at how segments give you more power than a traditional list.
Segments are dynamic. This means that if the criteria defined by the segment is removed from the subscriber, the segment will automatically update and the subscriber will be removed. And if a subscriber acquires the criteria defined by a segment, they will automatically get added to the segment.
Lists, on the other hand, are static. This means that there is nothing differentiating one subscriber from the next, with no option of grouping subscribers who have certain things in common.
- A subscriber’s email address could live on many lists in one email marketing account, so they could receive multiple emails from you.
- Instead of creating meaningful groups of subscribers based on who they are and what they’ve done, you are stuck looking at a pre-defined group of subscribers on one list.
In the next section, you'll learn how to can create your own segments.
Go to Subscribers > List:
Let’s say we want to see all subscribers sharing a common tag.
In that case, we would select Tags from the filter drop-down. Select include and enter the tag you would like to segment your subscribers by. Click Refresh and your account will only return subscribers that fulfill the filter criteria:
You can create more advanced segments as well. For instance, you might want to see any subscriber that has not made a purchase in the current calendar month.
That filter would return a segment of subscribers that have not made a purchase yet this month.
To save the segment, Click Save Segment and give it a descriptive name:
Go to the Subscribers tab, then the Saved Segments tab to revisit/edit your saved segments.
Now that you have a segment created, you can access it from within various features in your account.
In Broadcasts, you can set the email’s recipients to your saved segment under the Recipients tab:
To access your saved segments in Bulk Operations, select the Choose a segment of existing subscribers option in step one of the operation, then select any of your saved segments:
In Workflows, saved segments can be accessed in Decisions:
In the RSS-Email feature, you can choose saved segments as the feed’s recipients. Click the Change button to modify the feed’s recipients.
How long does it take for a segment to update?
In most cases, segments update immediately. However, segments which rely on more complex criteria have been known to take up to a few minutes to reflect any updates made to them.