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Segments & Targeting

Segmentation lets you send targeted emails to specific groups of subscribers. Instead of blasting everyone, reach the people most likely to care about your message.

Why Segment?​

The Impact​

ApproachOpen RateClick Rate
Blast to all15-20%1-2%
Segmented25-40%3-6%

Targeted emails perform 50-100% better than mass sends.

Use Cases​

  • New collection → Collectors only
  • Print sale → Print buyers
  • Local event → Geographic segment
  • Re-engagement → Inactive subscribers
  • VIP offer → High-value customers

Creating Segments​

Step 1: Access Segments​

  1. Go to Email → Segments
  2. Click Create Segment
  3. Name your segment

Step 2: Define Criteria​

Build rules using AND/OR logic:

Single rule:

Tag equals "collector"

Multiple rules (AND):

Tag equals "collector"
AND
Total spent > $100

Multiple rules (OR):

Tag equals "collector"
OR
Order count > 1

Step 3: Preview & Save​

  1. Click Preview to see matching subscribers
  2. Review count and sample
  3. Click Save Segment

Segments update automatically as subscribers match/unmatch criteria.

Available Criteria​

Subscriber Data​

CriteriaOptions
Emailcontains, equals
Namecontains, equals, is empty
Created datebefore, after, between
Sourceform, checkout, import, channel

Tags​

CriteriaOptions
Has tagspecific tag
Does not have tagspecific tag
Has any tagfrom list
Has all tagsfrom list

Engagement​

CriteriaOptions
Opened emailany, specific, none
Clicked linkany, specific, none
Last engageddays ago
Email statusactive, unsubscribed

Purchase Behavior​

CriteriaOptions
Has purchasedyes/no
Order countequals, greater than, less than
Total spentequals, greater than, less than
Last purchasedays ago
Purchased productspecific product
Purchase sourcedirect, Etsy, Gumroad

Geographic​

CriteriaOptions
Countryspecific country
State/Regionspecific region
Cityspecific city

Preset Segments​

Artbase includes common segments:

New Subscribers​

  • Joined in last 30 days
  • Great for welcome promotions

Engaged​

  • Opened email in last 60 days
  • Active, interested audience

Inactive​

  • No opens in 90+ days
  • Candidates for re-engagement

Customers​

  • Has made at least 1 purchase
  • Different messaging than non-buyers

VIP Customers​

  • 3+ orders OR $500+ total spent
  • High-value segment

Non-Purchasers​

  • On list but never bought
  • Conversion-focused campaigns

Building Effective Segments​

By Purchase History​

First-time buyers:

Order count equals 1

Repeat buyers:

Order count > 1

High-value customers:

Total spent > $500

Recent customers:

Last purchase < 30 days ago

Lapsed customers:

Has purchased = yes
AND
Last purchase > 90 days ago

By Product Interest​

Print buyers:

Purchased product containing "Print"

Original art collectors:

Purchased product type = "Original"
OR
Tag equals "collector"

Digital product customers:

Purchased product type = "Digital"

By Engagement​

Highly engaged:

Opened email in last 30 days
AND
Clicked link in last 60 days

At risk:

Last engaged > 60 days ago
AND
Last engaged < 120 days ago

Need win-back:

Last engaged > 120 days ago

By Source​

Website signups:

Source = form

Checkout subscribers:

Source = checkout

Etsy customers:

Source = etsy
OR
Tag equals "etsy"

By Location​

Local supporters:

City equals "Portland"
OR
State equals "Oregon"

US customers:

Country equals "United States"

International:

Country not equals "United States"

Using Segments​

In Campaigns​

When creating a campaign:

  1. Choose Send to Segment
  2. Select your segment
  3. Preview recipient count
  4. Proceed with campaign

In Automations​

Trigger automations by segment:

  1. Trigger: "Enters segment"
  2. Select segment
  3. Build automation flow

Example: When subscriber enters "VIP Customer" segment → Send VIP welcome email

Dynamic Content​

Show different content per segment:

  • VIP sees exclusive offer
  • New subscriber sees introduction
  • Lapsed customer sees return incentive

Segment Strategies​

The Engagement Ladder​

Segment by engagement level:

Super Engaged (opened last 7 days)
    → Frequent updates OK

Engaged (opened last 30 days)
    → Regular cadence

Passive (opened last 90 days)
    → Best content only

Inactive (90+ days)
    → Re-engagement campaign

The Customer Lifecycle​

Subscriber (no purchase)
    → Nurture sequence, first purchase incentive

First-time buyer
    → Thank you, cross-sell, review request

Repeat buyer
    → Loyalty perks, early access

VIP
    → Exclusive offers, personal touch

Lapsed
    → Win-back campaign

Product-Based​

Segment by what they've bought:

  • Print buyers → New print releases
  • Original collectors → Original availability
  • Digital buyers → New digital products

Managing Segments​

Viewing Segment Size​

Track segment growth:

  • Current subscriber count
  • Trend over time
  • Growth/shrink rate

Editing Segments​

  1. Go to Email → Segments
  2. Click segment to edit
  3. Modify criteria
  4. Save changes

Changes apply immediately—subscribers re-evaluated.

Deleting Segments​

  1. Open segment
  2. Click Delete
  3. Confirm deletion

Note: Deleting segment doesn't delete subscribers—they remain on your list.

Best Practices​

Segment Size​

  • Too small (< 50): Limited statistical value
  • Too large (> 80% of list): Might as well send to all
  • Sweet spot: Meaningful subset with shared characteristics

Overlap Management​

Subscribers can be in multiple segments. Consider:

  • Prioritize which campaigns they receive
  • Avoid sending duplicate messages
  • Use exclusion rules when needed

Regular Review​

Quarterly segment audit:

  • Are segments still relevant?
  • Size changed significantly?
  • New segments needed?
  • Old segments to retire?

Test Before Sending​

Always preview segment before sending:

  • Check subscriber count
  • Review sample subscribers
  • Verify criteria working correctly

Troubleshooting​

Segment Empty​

Possible causes:

  • Criteria too restrictive
  • Data not populated (e.g., no purchases yet)
  • Typo in tag name

Solutions:

  • Relax criteria
  • Check data exists
  • Verify exact matches

Unexpected Subscribers​

If wrong people in segment:

  • Review criteria logic (AND vs OR)
  • Check for data inconsistencies
  • Test with known subscribers

Segment Not Updating​

Segments update in real-time, but:

  • Large lists may take minutes
  • Complex criteria slower to evaluate
  • Force refresh by editing and saving

Next Steps​