Segments are part of your list management options. Segments also help to send relevant and personalized emails are key to high engagement and low unsubscribe rates.


Segments are used to create custom lists based on multiple conditions when you need to select / send emails to contacts who aren't part of a single tag or a single subscription list.

Duplicates are removed

The contact list matched by segments is de-duped automatically by email address so when you send a message to contacts they only receive it once.

Segments are dynamic

Contacts that match conditions of your custom segment are calculated real-time so the segment doesn't need to be refreshed after new contacts are added to the database or contact statuses change.

Examples of using segments

Segments can accommodate a variety of use cases, here are some examples:

  • Exclusion lists: Exclude contacts that match certain criteria. For example you want to send an email to contacts who are on list A but not on list B.

  • Combining multiple lists: Combine multiple subscriptions or tags in order to send a single email to contacts across multiple lists. This helps to reduce the number of emails sent to contacts. Contacts are de-duped so they only receive the email once.

  • Identify (dis)engaged contacts: Find contacts who opened, clicked or received (or didn't open, click or receive) emails from you in the past X days in order to send a re-engagement email.

  • Custom segment: Identify contacts based on custom criteria such a date added, custom fields, region, etc.

Where and how to use segments?

You can send email messages to contacts matched by a custom segment. Just select the segment's name when you're choosing the target list for your email campaign.

How to create a custom segment

From the segments page click the "Create segment" button. On the next page, enter a name for this segment and proceed to add conditions to be used for this segment.

Adding conditions

  1. Select a field from the "Add new condition" dropdown selector

  2. Choose a condition type

  3. Select a value that should be matched for that field.

Repeat these steps for additional conditions.

⚠️ IMPORTANT: "Match all" or "match any" conditions

It's important that the type of the segment is set correctly.

  • An "AND: all conditions true" type segment will only return contacts that match all conditions in the segment.

  • An "OR: any condition true" type segment returns contacts that match any condition in the segment.

Combining multiple lists

You can combine multiple lists using segment. This way contacts are de-duped by email address so the same person receives an email only once when you send an email campaign to contacts that match this segment.

In the example below contacts who are tagged as Biology and Humanities are combined.

Combining AND and OR operators

A single segment can contain only AND or only OR operators between conditions. In order to combine AND and OR operators you need two segments. One segment with only OR conditions and another segment that uses the first segment as a condition plus other conditions connected with AND.

We'll illustrate using an example that looks up contacts who live in one of three large cities and they are part of the event invitations subscription.

Segment one, called "Large cities"

Segment two, called "Event invitation for large cities"

Known inaccuracies related to email opens

When you segment your list for campaign activity using "opened" or "didn't open" as a condition the results may be inaccurate depending on how many contacts on your list use Apple Mail with the Apple Mail Privacy Protection enabled. Read more.

Conversely, no opens are tracked if images are blocked in your contacts' email client. This also affects the accuracy of segments using campaign activity based on opens.

Conditions limit

The number of conditions in a custom segment is limited to contain a maximum of:

  • 20 tags

  • 10 folder-based conditions, for example subscription folders

  • 1 campaign-based condition, for example email clicks

  • 5 custom fields

Test segments

A segment that is marked as a "test segment" will show up on the test message window in the "Saved test segment" section when you're testing email messages. This allows you to send tests to multiple email addresses at once. A test segment can contain up to 20 email addresses.

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