Customer Segments
Customers with similar characteristics can be grouped into customer segments.
- Go to Campaigns > Segments
- Choose a template to create a segment or define your own rule to create a segment.
Customer segments rules are composed of one or more filters. A filter is built using a filter name, an operator, and a value as its components.
Component | Component name |
|---|---|
1 | filter name |
2 | operator |
3 | value |
You can use more than one filter in a customer segment. In this case, you use connectors between each filter. A customer segment that uses multiple filters is built in the following way:
A filter name is a criterion that is used to select customers for a customer segment. For example, if you want to select all your customers whose number of orders are more than 1, then you use the
number_of_orders filter name.An operator is used to define the relationship between the filter name and the value. For example, if you want to create a segment of customers who have placed five or more orders, then you use the operator
>= to indicate greater than or equal to. In this case, you would add the value 5, that is, >=5.The following are examples of other operators:
- Between:
BETWEEN <value1> AND <value2> - Is equal to:
= - Is not equal to:
!= - Greater than:
> - Smaller than:
< - Smaller or equal to:
<= - Contains this exact value:
CONTAINS - Doesn't contain this exact value:
NOT CONTAINS
The operators that are available for a filter name depend on which filter name you use. Learn more about which operators are available for each filter name.
If you use multiple filters, then you combine them by using the
AND and OR connectors. Connectors help you to make the focus of your customer segment as broad or as narrow as you need it to be.- The
ANDconnector narrows the focus of your customer segment because a customer must meet all the criteria to be included. - The
ORconnector broadens the focus of your customer segment because a customer can meet any of the criteria to be included, but doesn't need to meet all the criteria.
Example - To create a customer segment of repeat buyers which have gone inactive, you can create a segment of people who have placed more than 1 order and have not purchased from you in last 3 months. For such a case, you can use the
AND connector to combine the two filters.Conceptually, this customer segment is the following:
Customers whose last order date was 3 months ago and customers who have placed more than 1 order.
In the editor, the customer segment is the following:
number_of_orders > 1 AND last_order_date <= 90_days_agoYour customer segment only includes repeat buyers (with more than 1 order) having the last order done 3 months or before. The customer segment doesn't include the following:
- Customers who have done only 1 order.
- Customers who have done more than 1 order and have also purchased in last 90 days.
Similarly, to create a customer segment that includes customers who have placed five or more orders and have spent a total of more than USD 5000, use the
OR connector to combine the two filters.Conceptually, that customer segment is the following:
Customers who either placed more orders (5 in this example) or customers who have ordered for USD 5000 or more.
In the editor, the customer segment is the following:
number_of_orders >= 5 OR amount_spent >= 5000Your customer segment includes the following:
- All your customers who have placed five or more orders irrespective of total amount they have spent
- All your customers who have spent total of USD 5000, whether or not they have placed 5 order or more
You can combine several filters using both
AND and OR connectors. The best practice is to group your filters using brackets.If you don't use brackets, then the filters that are combined using
AND are applied before the filters that are combined using OR.If you want to limit your customer segment to high value customers from USA (who have either spent more than 5000 USD or who have placed five or more orders), then use brackets to build the following customer segment:
(amount_spent >= 5000 OR number_of_orders >= 5) AND customer_countries CONTAINS 'US'In this case, the
OR connector is applied before the AND connector. As a result, your customer segment includes both of the following:- your US customers who have spent more than 5000 USD
- your US customers who have placed five or more orders
Customer segments without brackets
The following customer segment doesn't use brackets:
amount_spent >= 5000 OR number_of_orders >= 5 AND customer_countries CONTAINS 'US'In this case, the
AND connector is applied before the OR connector. As a result, your customer segment includes all the following:- your US customers
- the customers who have spent more than 5000 USD
- the customers who have placed five or more orders