Skip to main content
Customer Segments common questions

Frequently asked questions about creating and managing customer segments.

Updated this week

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.


Custom Tags

Q. Can I segment by tags?

A. Yes, you can run a custom tag import to give customers the appropriate tag for segmenting purposes. Once that import is complete, you will be able to run that segment by custom tag.

📝 Note: it is not possible to tag a customer with multiple tags in one import. You will need to run separate imports for multiple tags. However, you can run a segment with multiple tags.


Q. If a customer is blacklisted in loyalty and the segment is set up to exclude those same blacklisted tags listed in loyalty, is there a way for that to automatically pull through or will I have to retag those blacklisted customers in Marsello for segmenting purposes?

A. Segmenting by tag will only work for tags created via Marsello, not the integration.


Q. I've created a custom segment for customers with a certain tag. What happens if one of these customers unsubscribes from email marketing? Will they exit the segment automatically?

A. Tagged customers who unsubscribe will remain part of the segment. However, they will be unable to receive any further marketing messages.


Q. I am planning to run a custom tag import, however, the customers I'm tagging already exist in Marsello. Will this update the customers' existing marketing status to opted-in?

A. Existing customers will only be tagged as their opt-in status is not updated. However, if you include new customers in this list, the importer will adjust the opt-in when they are created in Marsello.


Q. Can I run a bulk removal of custom tags from my Marsello app admin?

A. Currently there isn't a feature that will allow you to go run a bulk removal of custom tags from customer accounts in your Marsello app admin. If this is an update you need to make within your Marsello custoemr database, please reach out to our support team.


Creating Custom Segments

Q: I’ve created my segment conditions but there are no customers showing in the segment. What could be wrong?

A: If you're not seeing any customers in your segment, it's worth double checking 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 segments set to the total number of purchases, for example, total number of purchases is 5", will the customer exit the segment once their 6th order is placed?

A. Yes, upon making their 6th purchase, the customer would 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 been unsubscribed. However, their names will still appear in the segment report.


Q. I have multiple sites connected and wish to create a segment of customers who have purchased from POS and then another segment of customers who purchased online. If a customer has purchased from both which segment will they enter?

A. Both. Segments are looking for an order from either the POS or eCommerce site. If there’s an order, the customer will appear.


Q. When using the created at-date custom segments feature, is this the date the customer entered the integration (e.g. Shopify/Vend), the date they synced into Marsello initially, or made a purchase?

A. This uses the date initially synced through Marsello.


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 is something that will be helpful to your store, please contact our support team and ask them to put through a feature request.


Q. Is it possible to create segments based on days and not dates?

A. Currently, it is not possible to create customer segments based on days and note dates. If this is something that will be helpful to your store, please contact our support team and ask them to put through a feature request.


Q. Is it possible to create segments according to industry standards, for example, the food industry?

A. Currently, it is not possible to create segments based on industry standards. If this is something that will be helpful to your store, please contact our support team and ask them to put through a feature request.


Q. Is it possible to create segments based on loyalty rewards claimed?

A. Currently, it is not possible to create customer segments based on days and note dates. If this is something that will be helpful to your store, please contact our support team and ask them to put through a feature request.


Q. If I sent an email campaign with two segment conditions, one of which includes a specific customer, and one that excludes that customer, will that customer still get the email?

A. When the customers are received, the segment should get the customers that are in the segments, it will not consider the ones that are not. So if a customer appears in one segment and not another, they should be part of the audience. It is recommended that each segment condition should be separated by "OR".


Q. Is there a way to segment customers based on their total purchase amount on a specific day?

A. Currently, it is not possible to create a segment of customers based on their total purchase amount on a specific date. If this is something that will be helpful to your store, please contact our support team and ask them to put through a feature request.

In the meantime, you can still achieve this goal by creating a segment for that purchase date, export the data and sort it by amount spent. Next, you can re-import the specific figure customers as a custom tag and create a custom segment.


Q. Is it possible to remove customers manually from a segment?

A. To remove a customer manually from a segment, you would have to edit the segment and change the settings to something like “email is NOT xxx” to exclude someone.


Q. For the custom segment condition "site purchased from is:" if a customer shops at a few different sites will they have multiple sites tied to the account? If the merchant has created a custom segment specific to each of their locations could the customer be included in multiple of these segments?

A. If a customer has made a purchase from various sites on a single account, and the merchant has set a condition for each of those sites, the customer should be in each segment where they had purchased from that site yes.


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.


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 the segment refreshes when the page is loaded. It is recommended to click into the segment to refresh the number of customers.


Q. Are there any known limitations for the 'mobile start with' condition in segmenting? Do we need to add in a country code as well as the area code or are we safe to just pop in the area code?

A. The condition 'mobile starts with' definitely needs the country code because we read the customer's mobiles from the beginning. Please note that you will also need to indicate the '+'.


Q. Is there a way to tag customers via import using mobile as the unique identifier rather than the customers' 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 isn't a cap on the number of segments you can have in your Marsello account.


Q. Is it possible to search for a SKU, and the sales history for that SKU in Marsello? (Example: Show me all the people who have purchased a specific product)

A. Yes, you can create a segment to see customers who have purchased a specific product.


Q. I'm looking to segment by store location and send site-specific campaigns. I'm sure I have customers who shop at both locations. Can I expect to see the customer appear in both segments or will the customer only appear in one segment?

A. The customer can exist in multiple segments. If you are sending one email that includes both segments in your audience, you can expect the customer to receive one email only. If you are sending a different email to each segment and sending the emails at the same time, the customer will receive just one email. However,if you send an email one at 10 am and the email for the other location at 3pm, the customer will receive two emails as they were sent outside the safe sending 2 hour window.


Q. Can I set up a segment for trade customers and send out trade specific emails? Are there any loyalty metrics in place for trade?

A. Yes, you can run a custom tag import of trade customers and then run the segment based on that tag. It is quite common for merchants to tag and segment customers. Currently, there isn't a feature that hosts loyalty metrics for trade customers. If this is a feature you are interested in, please reach out to our support team and let them know of your interest.


Q. Can I create a custom segment based on historical purchase data?

A. Currently, there isn't a feature available that will allow you to segment customers based on their historical purchase data. If this is a feature you are interested in seeing, please let our support team know of your interest.


Q. What is the best way to run a segment of customers who haven't opened a campaign?

A. The segment conditions "campaign email sent" "is" "name of campaign" AND "campaign not opened" "is" "name of campaign" will provide you with a list of customers who haven't opened a campaign.


Q. Is there a way to run a custom segment of customers who have signed up via a Shopify footer form?

A. Currently there isn't a feature available that will allow you to segment customers based on signing up from a Shopify footer form. If this is a feature you are interested in seeing, please let our support team know of your interest.


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.


Q. Is there a way we can create a custom segment for customers whose birthdays is in a specific month?

A. Yes, you can create a custom segment for the customers whose birthdays are in a specific month, for example, April. To do this you would need to set the segment conditions "birthdate" "is between" "1 month" and "30 month".


Q. If I create a custom segment on Monday and want to use this segment as the audience for a campaign I'm sending on Friday, will that segment refresh so that any new customers that meet the segment conditions will be included on Friday's mailing?

A. Yes, if you are using a custom segment as your audience for a campaign, this will refresh just prior to sending out to ensure that only those customers meeting segment conditions will receive the campaign.


Q. Is it possible to segment customers by birth month? For example, I'm looking to create a segment of customers born in July regardless of year.

A. Currently it is not possible to create a segment of customers based solely on their birth month. If this is a feature you are interested in, please reach out to our support team and let them know of your interest.


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. 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 something that will be helpful to your store, please contact our support team and ask them to put through a feature request.


RFM Segments

Q. Is there a defined amount of time to determine which customer goes into what segment?

A. Yes, customers are placed into their RFM segment based on their individual average purchase cycles. (A purchase cycle is the average number of days between a customer making one purchase and then their next purchase.)

  • Customers placed in the new, loyalty, promising and best RFM segments would have purchased within the last purchase cycle

  • Customers placed in the at-risk RFM segment would not have purchased in one purchase cycle

  • Customers placed in the lost RFM segment would not have purchased in the last two purchase cycles


Merchants also searched for: sege, segm, geotargeting, exlu, exclu, histr

Did this answer your question?