Segments let you group customers based on things they have in common, like what they’ve bought or how they signed up. For example, you can create a segment for customers who purchased a certain product, joined through a specific form, or made a purchase within a set time period. Using segments makes it easier to send the right messages and offers to the right customers.
🏷️Custom segments are unlocked on the Loyalty Accelerate plan.
What is a customer segment?
A customer segment is a group of customers created using rules that you choose. Customers are automatically added to a segment when they meet those rules.
Segments help you organize your customers so you can better understand their behavior, send more relevant messages, and create targeted offers. Marsello’s segmentation tools are designed to make this process simple and easy to manage.
Segment conditions and settings
You can create segments based on any combination of the following condition groups. For example, combining customer profile data (e.g., location or gender) with purchase data (e.g., products purchased) can help you create highly targeted campaigns.
Customer profile data
Allows you to segment your customers by their first name, last name, gender, account creation date, mobile country code and more.
Purchase data
Allows you to segment your customers by their purchase data, including their last purchase date, total number of purchases, products they've previously purchased, sites they purchased from and more. By using the "Last Purchase Date" condition, you can group customers dynamically: for example, into Recent Customers (e.g., purchases within the last two weeks), Warm Customers (e.g., purchases between two weeks and three months ago), and Lapsed Customers (e.g., no purchases for over three months).
📝 Note: purchase data does not include historical orders from before Marsello was installed.
Loyalty program data
Allows you to segment your customers by their loyalty program details, including Current Points Balance, Total Points Collected and Current VIP Tier (if your Loyalty program and VIP Program are enabled).
Feedback data
Allows you to segment your customers by their Feedback Satisfaction Ratings and Last Feedback Received Date (if Feedback is enabled).
Email marketing data
Allows you to segment your customers according to which sign-up form they joined your mailing list through and their engagement with your email campaigns.
How to create a custom segment
1. In your Marsello admin, go to Customers > Segments
2. Click Create Segment
3. Name your custom segment
4. Click Add Condition or Add Group
5. Select the field that you want to segment your customers by
6. Next to the field, select the operator that you'd like to use.
📝 Note: There are different operators depending on which field name you select:
True or false based field names have: Is and Is not
Date-based field names have: Is, Is not, before, after, between, X days ago.
Number-based field names have: Is, Is not, greater than, less than, and between. When using the "Last Purchase Date" condition, operators like "after", "greater than or equal to," and "between" can help define specific ranges for segmentation, for example, identifying Lapsed Customers with a date "greater than or equal to 90 days ago."
7. Then, select or enter the value
8. Click Add Condition to add another segment condition
Repeat the above steps to add more conditions. You can add as many conditions to your segment as needed.
To create more advanced segments, you can use Groups to combine certain conditions. If you use groups, take extra care to ensure that the and/or function is correctly assigned (this can greatly affect who enters your segment). For instance, you can use Groups to dynamically update segments like the Recent, Warm, or Lapsed Customers based on the Last Purchase Date condition, ensuring they stay relevant over time.
📝 Note: Multiple conditions are automatically set to the 'and' rule by default. Toggle this switch to create an 'or' rule.
9. Once you’ve set your segment conditions, click Preview Segment to see a sample of the customers who meet your segment conditions.
In the preview, you can see how many customers currently meet the segment conditions.
10. Click Save and Create Segment
Your segment will then be created and added to your Segments dashboard. Customers will enter the segment when they meet the conditions you set.
You can choose to export each segment for more detailed reporting at any time.
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