Overview
Segments are dynamic filters that group contacts based on conditions like email activity, metadata, gender, or subscription status. Use segments to target the right people with broadcasts and campaigns. Unlike static lists, segments update automatically — when a contact matches the conditions, they’re included. When they no longer match, they’re excluded.Creating a Segment
- Go to Audiences in the dashboard
- Select an audience
- Click Segments → Create Segment
- Add filter conditions
- Preview matching contacts
- Save the segment
Filter Conditions
Build segments using any combination of contact fields:Contact Fields
| Field | Operators | Example |
|---|---|---|
| contains, starts with, ends with, equals | email ends with @company.com | |
| First Name | equals, contains, is empty, is not empty | first_name is not empty |
| Last Name | equals, contains, is empty, is not empty | last_name contains Smith |
| Status | equals | status equals subscribed |
| Gender | equals | gender equals female |
| Created At | before, after, between | created_at after 2026-01-01 |
Activity Fields
| Field | Operators | Example |
|---|---|---|
| Last Opened | before, after, never | last_opened after 7 days ago |
| Last Clicked | before, after, never | last_clicked never |
| Bounced | is true, is false | bounced is false |
Custom Metadata
Filter on any custom field stored in contact metadata:| Field | Operators | Example |
|---|---|---|
| metadata.plan | equals, contains | metadata.plan equals pro |
| metadata.country | equals | metadata.country equals US |
| metadata.signup_source | equals | metadata.signup_source equals landing_page |
Match Types
Choose how multiple conditions combine:| Match Type | Behavior | SQL Equivalent |
|---|---|---|
| All | Contact must match every condition | AND |
| Any | Contact must match at least one condition | OR |
Example: Engaged Pro Users
Match type: Allstatus equals subscribedmetadata.plan equals prolast_opened after 30 days agogender equals female
Using Segments with Broadcasts
When creating a broadcast:- Select your audience
- Optionally filter to a specific segment
- Only contacts matching the segment conditions will receive the broadcast
Segment Count
Each segment shows a cached contact count — the number of contacts currently matching. This count updates automatically when:- New contacts are added to the audience
- Contact data changes (metadata, status, activity)
- The segment is viewed in the dashboard
Best Practices
Start with engagement segments
Start with engagement segments
Create basic segments first: Active (opened in 30 days), Inactive (no opens in 90 days), Bounced. These cover most use cases.
Use metadata for business logic
Use metadata for business logic
Store plan type, signup source, company size, or any custom attribute in contact metadata. Then segment on these fields for targeted campaigns.
Combine with gender personalization
Combine with gender personalization
Use the gender enrichment API to detect contact gender, then create gender-specific segments for personalized campaigns.
Keep segments focused
Keep segments focused
Avoid segments with more than 5–6 conditions. If you need complex targeting, create multiple segments and test each one’s performance.