Segmentation allows you to create specific customer groups, which you can send targeted marketing campaigns or automation. This guide contains answers to frequently asked questions around segments.
RFM Segments
Q. Is there a defined amount of time to determine which customer goes into which segment?
A. Yes, customers are placed into their RFM (Recency, Frequency, Monetary) segment based on their individual average purchase cycles. A purchase cycle is the average number of days between a customer's purchase and their next.
Customers in the new, loyal, promising, and best segments have made a purchase within the last purchase cycle.
Customers in the at-risk segment have not made a purchase within one purchase cycle.
Customers in the lost segment have not made a purchase within the last two purchase cycles.
Q. How long must a customer go without shopping to be placed in the "at-risk" segment?
A. If a customer misses one purchase cycle, they are placed in the at-risk category. If they miss two purchase cycles, they are placed in the lost category. The store-specific purchase cycle can be found in the Analytics section if your Marsello dashboard.
Custom tags for custom segments
Q. Can I segment by tags?
A. Yes, you can import custom tags to assign the appropriate tags to customers for segmentation. Once the import is complete, you can segment customers by these custom tags.
📝 Note: It is not possible to tag a customer with multiple tags in one import. You will need to run separate imports for each tag. However, you can create a segment using multiple tags.
Q. If a customer is blacklisted in loyalty and the segment is set up to exclude blacklisted tags, will the system automatically pull these customers through, or will I need to retag them in Marsello for segmentation?
A. Segmentation by tag will only work for tags created within Marsello, not through external integrations.
Q. I've created a custom segment for customers with a specific tag. What happens if one of these customers unsubscribes from email marketing? Will they exit the segment automatically?
A. Customers who unsubscribe from email marketing will remain in the segment but will no longer receive marketing messages.
Q. I’m planning to run a custom tag import, but the customers I’m tagging already exist in Marsello. Will this update their existing marketing status to "opted-in"?
A. Existing customers will only be tagged with the new tags, but their opt-in status will not be updated. However, if you include new customers in the import, their opt-in status will be set to "opted-in" upon creation in Marsello.
Q. Can I bulk remove custom tags from my Marsello app admin?
A. Currently, there is no feature to bulk remove custom tags from customer accounts in the Marsello app admin. If you need to make these updates, please contact our support team for assistance.
Q. I've added customers to a segment using a custom tag but realized I left some off. Can I add these customers to my existing segment?
A. Yes, you can import the new customers using the same tag, and they will be added to the segment. Alternatively, you can use a different tag and add a conditional row using the connector to include them in the segment.
Q. I am using Lightspeed Retail R-Series and Shopify as my sales platforms. Can I use the product size as a customer tag for marketing?
A. To use product size as a customer tag for marketing, we recommend running a custom tag import in Marsello based on sizes. You'll need to run a separate import for each size. Once customers are tagged with their corresponding sizes, you can create custom segments using the conditions "Custom Tag" "is".
Custom segments for loyalty
Q. What is the best way to award my top customers an extra 100 bonus loyalty points and notify them?
A. To award extra loyalty points to your top customers, follow these steps:
Create a Custom Segment:
Use the segment builder to define criteria for identifying your top customers.
Alternatively, you can select one of the prebuilt "Best" or "Loyal" RFM segments.
Once done, save your segment.
Set Up a Custom Automation:
Create a new custom automation and select the segment you just created as the target audience.
Craft your automation message to resonate with your audience.
Include a "points" step in the automation to award the extra loyalty points.
Q. Is it possible to create customer segments based on loyalty rewards claimed?
A. Currently, it is not possible to create customer segments based on the loyalty rewards claimed. If this feature would be helpful for your store, please contact our support team to submit a feature request.
Custom segments for marketing campaigns
Q. How can I find a complete list of customers who accept marketing?
A. You can generate a list of customers who accept marketing using the segment feature in your Marsello dashboard.
To create a segment of customers who accept email marketing:
Go to Customers > Segments > Create segment.
Set the segment conditions to "email address" "has any value". This will generate a list of all customers who have provided an email address and accept marketing. Don't forget to save your segment.
📝 Note: If you'd like a copy of this segment saved to your computer, you can export it. However, the export will include all customers who have provided an email, regardless of their marketing status. To save only those who accept marketing, you will need to filter the exported .csv file by keeping customers with the "accepts marketing" column marked as "true".
To create a segment of customers who accept SMS marketing:
Go to Customers > Segments > Create segment.
Set the segment conditions to "mobile" "has any value".
This will generate a list of all customers who have provided a mobile number and accept marketing. Don't forget to save your segment.
📝 Note: If you'd like a copy of this segment saved to your computer, you can export it. However, the export will include all customers who have provided a mobile number, regardless of their marketing status. To save only those who accept marketing, you will need to filter the exported .csv file by keeping customers with the "accepts marketing" column marked as "true".
Q. If I send an email campaign with two segment conditions—one that includes a specific customer and one that excludes that customer—will that customer still get the email?
A. When customers are added to a segment, the segment will include those who meet the conditions, and exclude those who do not. If a customer meets the conditions of one segment and not the other, they should still be part of the audience. It's recommended to use "OR" to separate segment conditions.
Q. Is there a way to run a custom segment of customers who have signed up via a Shopify footer form?
A. Currently, there is no feature to segment customers based on signing up through a Shopify footer form. If this is a feature you are interested in, please let our support team know.
Q. I want to send my email only to a certain group of customers in my Lightspeed customer list. How do I do that?
A. To send an email to a specific group of customers in your Lightspeed customer list, it is recommended to first create a custom segment in your Marsello dashboard. Once the segment is created, named, and saved, use it as the audience for your email campaign.
Custom segment general questions
Q. When creating a segment of customers who have never purchased, why do I see more customers in the segment export than what I see in the Marsello dashboard?
A. Exported Marsello segments include all customers who meet the segment's conditions, regardless of their marketing status. However, the segment displayed in your Marsello dashboard shows only those customers who meet the criteria and have accepted marketing.
Q. Is there a way to save my custom segment directly to my local machine when exporting?
A. We have updated the customer and custom segment CSV export feature. Export files will no longer be saved directly to your local machine. Instead, they will be sent to your login email address once the export process is complete. If you don't see the export email in your inbox, please check your spam or junk folder. To avoid duplicate requests that could overload our database, the same export can only be requested once every 30 minutes.
Q. Are segments supposed to display the most current number of customers when accessing the main segment page?
A. The total number of customers in a segment refreshes when the page is loaded. It's recommended to click into the segment to refresh the customer count.
Q. Is there a way to tag customers via import using mobile as the unique identifier rather than email?
A. Marsello uses the customer's email address as the unique identifier. Any custom tag imports will require an email address to be successful.
Q. Is there a cap on the number of segments I can have in my Marsello admin?
A. No, there is no cap on the number of segments you can have in your Marsello account.
Q. Can I export a list of my custom tags from Marsello?
A. Currently, there is no feature to export a list of your custom tags within Marsello. If this is a feature you'd like to see, please reach out to our support team to express your interest.
Q. I’m about to run a custom segment and believe there may be customers who have previously unsubscribed from email marketing. Will their marketing status remain the same, and will they be included in my segment?
A. If you run a custom segment that includes customers who have unsubscribed from email marketing, their marketing status will remain unchanged during the segment creation process. When importing a custom segment, customers who have unsubscribed from marketing will remain unsubscribed and will not appear as marketable in the segment. Marsello uses the marketing flag from your sales platform as the source of truth.
The marketing status is only updated when importing a new customer into the Marsello database.
Q. Why is the number of customers I've tagged for my custom segment different from what appears in the segment?
A. If there’s a discrepancy in the number of customers appearing in your custom tag segment, this is likely because the segment in your Marsello dashboard only includes customers who accept marketing. To confirm if everyone has been tagged correctly, you can export the segment. The export will list customers who accept and those who do not accept marketing.
Q. Am I able to add a single customer to a segment?
A. Yes, you can create a segment with just one customer. To do this, use the condition "email address" "is" and add the customer’s email address. Then save the segment.
Q. Can customers opt into a segment of their choosing?
A. Customers cannot currently opt into a segment of their choosing. If you would like to see this feature, please contact our support team.
Q. Is it possible to reorder the list of segments in my segment tab so that they are organized alphabetically?
A. Currently, there is no feature to reorder segments alphabetically. If you would like to see this feature, please contact our support team.
Q. Are segments case-sensitive?
A. No, segments are not case-sensitive.
Q. Can I send an email to random customers in a custom segment?
A. Currently, there is no feature to send an email to random customers in a custom segment. If you would like to see this feature, please contact our support team.
Q. Is there a way to create a segment with an exclusion from another segment?
A. Currently, there is no feature to exclude customers from another segment when creating a new one. If you're interested in this feature, please contact our support team.
As a workaround, you can use custom tags when creating custom segments. This allows you to add a condition like "custom tag is not" to exclude customers from a specific segment.
Q. Is there a way to upload customer match lists from Marsello to Google Ads?
A. Currently, there is no integration available with Google Ads. Marsello offers integration with Facebook Ads Manager for syncing custom segments. If you’re interested in an integration with Google Ads, please contact our support team.
Q. Is there a way to exclude customer segments from an audience when sending an email?
A. Currently, there is no feature to exclude specific segments when sending an email. However, you can select the customer segments you want the email to go to through the Audience setting when creating your email campaign. If this is a feature you are interested in, please let our support team know.
Custom segment creation questions
Q. Is there a way to create a segment of customers with points expiring soon or those whose points have expired in the past 3 months?
A. Currently, there is no feature that allows you to create a segment of customers with points expiring soon or those whose points have expired within the past three months. If this is a feature you are interested in, please let our support team know.
Q. I’ve created my segment conditions but there are no customers showing in the segment. What could be wrong?
A. If no customers are showing in your segment, double-check your segment conditions. Ensure that you've correctly configured your "AND" / "OR" statements:
"AND" requires all conditions to be true for a customer to enter the segment.
"OR" requires at least one condition to be true.
Q. For a custom segment set to the total number of purchases (e.g., "total number of purchases is 5"), will the customer exit the segment once their 6th order is placed?
A. Yes, once the customer makes their 6th purchase, they will no longer meet the segment conditions and will exit the segment.
Q. Will removed customers display in the custom segment?
A. Removed customers will not receive emails as they have unsubscribed, but their names will still appear in the segment report.
Q. I have multiple sites connected and want to create a segment of customers who have purchased from POS and another segment for online purchases. If a customer has purchased from both, which segment will they enter?
A. The customer will appear in both segments. If a customer has made a purchase from either the POS or the eCommerce site, they will be included in the corresponding segments.
Q. When using the “created at-date” custom segment feature, does this refer to when the customer entered the integration (e.g., Shopify/Vend), synced into Marsello, or made a purchase?
A. This refers to the date the customer was initially synced through Marsello.
Q. Is it possible to create segments based on days rather than specific dates?
A. Currently, you cannot create segments based on days rather than specific dates. If this would be helpful, please contact our support team and request this feature.
Q. Is it possible to create segments according to industry standards, such as for the food industry?
A. Currently, it is not possible to create segments based on industry standards. If this is a feature you are interested in, please let our support team know.
Q. Is there a way to segment customers based on their total purchase amount on a specific day?
A. Currently, you cannot create a segment based on the total purchase amount on a specific date. However, you can create a segment for that purchase date, export the data, and sort it by the amount spent. You can then re-import the specific customers as a custom tag and create a custom segment.
Q. Is it possible to unsubscribe customers from a segment?
A. To remove a customer manually from a segment, edit the segment and change the conditions to exclude the customer (e.g., “email is NOT xxx”).
Q. For the custom segment condition "site purchased from is:", if a customer shops at multiple sites, will they have multiple sites tied to their account? Will they be included in multiple segments?
A. Yes, if a customer has made purchases from different sites and the merchant has created specific conditions for each site, the customer will appear in each segment where they made a purchase.
Q. Are there any known limitations for the "mobile starts with" condition in segmenting? Do we need to add a country code, or can we just use the area code?
A. The "mobile starts with" condition requires the country code, as we read the mobile number from the beginning. Be sure to include the "+" sign before the country code.
Q. Is it possible to search for a SKU and view the sales history for that SKU in Marsello? (Example: Show me all the customers who have purchased a specific product)
A. Yes, you can create a segment to view customers who have purchased a specific product.
Q. I want to segment by store location and send site-specific campaigns. Some customers shop at both locations. Can I expect to see them in both segments?
A. Yes, a customer can belong to multiple segments. If you send one email to an audience that includes both segments, the customer will only receive one email. However, if two emails are sent at different times (e.g., one at 10 AM and another at 3 PM), the customer will receive both emails.
Q. Can I set up a segment for trade customers and send out trade-specific emails? Are there any loyalty metrics for trade?
A. Yes, you can tag your trade customers and create a custom segment based on that tag. However, there are currently no loyalty metrics for trade customers. If this is a feature you are interested in, please let our support team know.
Q. Can I create a custom segment based on historical purchase data?
A. Currently, there is no feature that allows you to create a segment based on historical purchase data. If this is a feature you are interested in, please let our support team know.
Q. What is the best way to run a segment of customers who haven't opened a campaign?
A. Use the segment conditions:
"campaign email sent" "is" "name of campaign"
"campaign not opened" "is" "name of campaign"
This will give you a list of customers who haven't opened the campaign.
Q. Is there a way to create a custom segment for customers whose birthdays are in a specific month?
A. Yes, you can create a custom segment for customers whose birthdays are in a specific month (e.g., April). Use the condition: "birthdate" "is between" "1 month" and "30 month."
Q. If I create a custom segment on Monday and want to use it for a campaign on Friday, will the segment refresh to include any new customers?
A. Yes, custom segments refresh just before sending a campaign to ensure only those customers meeting the segment conditions are included.
Q. Is it possible to segment customers by birth month, for example, to create a segment of customers born in July?
A. Currently, it is not possible to create a segment based solely on the birth month. If this is a feature you are interested in, please let our support team know.
Q. I would like to create a segment to view each customer's year-to-date spend. Is there a way to do this?
A. Yes, you can create a custom segment to view customers' year-to-date spend. Use the condition: "current year to date spend" "greater than" "0". This will display customers who have made purchases this year.
Q. Do you have a segment condition that will allow me to pull a list of one-time buyers of product X?
A. Currently, there isn't a segment condition for one-time buyers of a specific product. If this is a feature you are interested in, please let our support team know.
Q. I've imported a list of customers using a custom tag to note their birthday month, but not everyone is showing in the segment. Why?
A. Customer segments only show those who accept marketing. If some customers who were tagged do not accept marketing, they will not appear in the Marsello dashboard segment, but they will appear in the export.
Q. Is it possible to create a custom segment based on when a customer signed up for email marketing?
A. Currently, there is no condition to segment customers by when they signed up for email marketing.
Q. Is there a way to see how much each customer has spent so far this year?
A. Yes, you can use the custom segment feature to view customers' year-to-date spend. Use the condition: "Current year to date spend" "greater than" "0".
Q. Is there a way to see which customers have purchased a specific brand from my store?
A. Yes, you can create a segment to see customers who have purchased a specific brand or collection. Use the condition: "product collection purchased" "is" and select the brand or collection from the drop-down menu.
Q. Can I segment customers by age or gender?
A. Currently, there isn't a feature to segment customers by age or gender. If this is a feature you are interested in, please let our support team know.
Q. Can I create a segment based on customer billing addresses?
A. Currently, there is no feature to create a segment based on billing addresses. If this is a feature you are interested in, please let our support team know.
Q. What is the best way to create a segment to automatically re-send an email to customers who did not open the campaign?
A. To create a custom segment for customers who didn’t open the campaign, use the following conditions:
"Campaign email sent is"
"Campaign open date is not"
"Email last open date is not"
Alternatively, you can set your campaign to be automatically resent to customers who did not open it, 48 hours after the initial send.
Q. My customer speaks both French and English. What is the best way to segment based on language preference?
A. Import the customer's language preference as a custom tag and segment by that tag. This will allow you to send email campaigns in the customer’s preferred language.
Q. Is it possible to segment customers based on where they signed up, such as online vs. in-store?
A. Currently, there is no feature that allows automatic segmentation based on sign-up location. If this is a feature you are interested in, please let our support team know.
Q. Can I create a custom segment for customers based on when their points are set to expire?
A. Currently, there is no option to create a custom segment based on point expiration dates.piration dates.If this is a feature you are interested in, please let our support team know.
Q. Is there a segment condition available that will allow us to segment by amount spent in a specific timeframe?
A. Currently, there isn't a segment condition available that allows you to segment by a specific amount spent within a defined timeframe. If this is a feature you are interested in, please let our support team know.
Custom segments and marketing extensions
Mailchimp
Q. Is it possible to use Mailchimp's segment data and sync it through to Marsello?
A. Unfortunately, no. The integration with MailChimp is a one-way sync from Marsello to MailChimp.
Klaviyo
Q. Does Marsello sync "location of the sale" with Klaviyo integration?
A. Yes, the location of the sale is synced across and merchants are able to create segments or customer lists based on the location the order was placed.
Segment by Forms
Q. If a customer already has a profile in Marsello and they enter their details via a form, will their profile appear under the segment conditions 'sign up form is x'?
A. If a customer already exists and fills out a form, they will NOT appear associated with that form.
Q. Can I segment by customers who have previously signed up via a sign up form?
A. Currently, it's not possible to segment customers who have previously signed up through a sign-up form.If this is a feature you are interested in, please let our support team know.
Q. I've added custom fields to my sign-up form to collect more details about customers. Is it possible to segment customers based on these form fields?
A. Currently, it is not possible to create customer segments based on custom data collection fields added to your form.If this is a feature you are interested in, please let our support team know.
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