This guide shows how to set up popular custom segments, including:
Customers with a mobile number who accept marketing
Customers who bought from a specific store
Customers who purchased a specific product
Customers who haven't opened a campaign
Customers who didn't accept marketing at checkout
Window shoppers who opened emails
Need a custom segment not listed? Contact our support team, and we'll provide the steps!
Before you get started
Here are the key steps required to create a new customer segment. Follow these steps for each custom segment you create.
How to start a new customer segment
1. Go to Customers > Custom Segments and click Create segment
2. Name your segment
⚠️ Important: Below are step-by-step instructions for creating each segment type, after completing the initial steps of creating a new segment.
Customers with mobile numbers and accept marketing
Creating a segment of customers who have provided their mobile numbers and accepted marketing offers several benefits including:
Targeted SMS campaigns
You can send tailored SMS marketing messages to customers who have explicitly opted in, increasing the relevance and effectiveness of your campaigns.
Higher engagement
Customers who have accepted marketing are more likely to engage with your messages, leading to higher open and click-through rates.
Customer retention
Regular, relevant communication with customers who have accepted marketing can improve customer loyalty and retention.
To create a segment of customers who have provided their mobile number and accept marketing:
3. Under Segment Conditions, select "mobile" from the first dropdown and "has any value" from the second. Your conditions should look like this:
4. Click save and create segment. This will pull up a listing of only those customers who have a mobile number saved in your Marsello database and are subscribed to SMS marketing.
Customers who have purchased at a specific store site
Creating a segment of customers who have purchased at a specific store site offers several advantages:
Localized marketing
Tailor promotions and offers specifically for customers who frequent a particular store, making your marketing more relevant and effective.
Inventory management
Align marketing campaigns with the stock and special deals available at the specific store, optimizing inventory turnover and sales.
Event invitations
Invite customers to in-store events, sales, or exclusive previews at their preferred store location, increasing engagement and foot traffic.
To create a segment of customers who have purchased at a specific store site from your Marsello app admin:
3. Under segment conditions, choose "site purchased from" from the first drop-down menu and "is" from the second, and choose the site you are looking for the segment on from the third. Your segment conditions should look like this:
4. Click save and create segment. This will pull up a listing of those customers who have purchased from this specific store site.
📝 Note:
Customers will be included in this segment if the customer has purchased at the noted site during their lifetime with your brand.
If you are an omnichannel merchant and creating this custom segment for each individual store site, a customer can appear in each segment if they have purchased both in-store and online.
Customers who have purchased a specific product
Creating a segment of customers who have purchased a specific product can be highly beneficial for several reasons:
Cross-selling opportunities
Identify and promote complementary products that might interest these customers, driving additional sales and enhancing the customer experience.
Upselling potential
Introduce premium or upgraded versions of the product to these customers, encouraging them to make higher-value purchases.
Customer retention
Engage with customers who have shown interest in a particular product, offering them exclusive deals or updates, fostering loyalty and repeat purchases.
To create a segment of customers who have purchased a specific product from your Marsello app admin:
3. Under segment conditions, choose "product purchased" from the first drop-down menu and "is" from the second, and choose the product you are looking for the segment on from the third. Your segment conditions should look like this:
📝 Note: If you are adding more than one product to this segment, be mindful of the AND/OR condition when adding the next conditional rule via the Add Condition button.
Select the AND condition if you are looking for customers who have purchased all of the products added to this segment.
Select the OR condition if you are looking for customers who have purchased any of the products added to this segment.
4. Click save and create segment. This will pull up a listing of those customers who have purchased this specific product
💡 Tip: If you'd like to further narrow down this segment of customers by viewing who has purchased a specific product from a specific store site, click the add condition button, keep the "and" condition highlighted, and add the conditions "site purchased from" "is" and select the site from the drop-down menu.
Customers who haven't opened a campaign
Creating a segment of customers who haven't opened a campaign can be highly beneficial for several reasons:
Re-engagement Strategies
Develop targeted re-engagement campaigns to recapture the attention of these customers and rekindle their interest in your brand.
Improved email deliverability
Identify potential issues with email deliverability or content relevance, allowing you to make necessary adjustments and improve future campaign performance.
Tailored content
Experiment with different content, subject lines, and send times specifically designed to appeal to this segment, increasing the chances of engagement.
To create a segment of customers who haven't opened a campaign from your Marsello app admin:
3. Under segment conditions:
Choose "campaign last sent" from the first drop-down menu, "is" from the second, and choose the campaign you are looking to run the segment from.
Click "Add condition" and keep the blue "And" button highlighted
Add the conditions "campaign email opened" from the first drop-down menu and "is not" from the second, and select the same campaign you chose from the first conditional rule.
Your segment conditions should look like this:
Create a segment of internal employees for testing purposes
Creating a segment of internal employees for testing purposes offers several key advantages:
Pre-launch feedback
Gather valuable feedback from employees on new campaigns, features, or products before launching them to the public, ensuring they meet quality standards.
Quality assurance
Identify and fix any issues, bugs, or errors in campaigns or products through thorough testing by employees, reducing the risk of negative customer experiences.
Controlled environment
Test campaigns in a controlled environment where any potential problems can be quickly addressed without impacting external customers.
To create a segment of internal employees for testing purposes in your Marsello app admin:
3. Under segment conditions:
Choose "email" from the first drop-down menu, "is" from the second, and enter the employee's email address in the field box
Click "Add condition" and choose the "Or" condition from the and/or condition options
Choose "email" from the first drop-down menu, "is" from the second, and enter the second employee's email address in the field box
Repeat these steps until you have added all employees into this test segment
💡 Tip: If sending a test email to employees will be an internal marketing practice going forward, as opposed to a one-off, it is recommended to create your custom segment of internal employees by tagging them in your Marsello database and creating a segment based off that tag. This practice will not only save time when creating the segment, it will also make the segment easier to maintain.
Create a list of customers who have provided an email but do not accept marketing at checkout
Creating a segment of customers who have provided an email but don’t accept marketing for:
Segmentation analysis
Analyze this segment to understand common characteristics and behaviors, helping to refine your marketing strategies and identify areas for improvement.
To create a segment of customers who have provided an email but do not accept marketing at checkout in your Marsello app admin:
3. Under segment conditions:
Choose "email" from the first drop-down menu and, "has any value" from the second
Click Save and create segment
⚠️ Important: This will produce a listing of all customers who have an email address and accept marketing. You will need to take a few more manual steps for the final listing of customers who do not accept marketing.
4. Open the segment and from the drop-down menu next to the Send campaign to segment button select Export segment. This will export a listing of everyone in this segment.
5. Open your .csv file in Excel or Google Sheets. You will next need to sort by the customers' Accepts marketing status. Those customers who are noted as TRUE accept marketing (you may remove them from this file). Any customer noted as FALSE in the accepts marketing column does not accept marketing.
To sort in Excel:
Click the top of the Accepts Marketing column to highlight the column.
On the Data tab, in the Sort & Filter group, click. to perform an ascending sort (from A to Z, or smallest number to largest).
To sort in Google Sheets:
Click the top of the Accepts Marketing column to highlight the column.
Select Data > Sort Sheet and sort the sheet A to Z or Z to A
Window shoppers that have opened an email campaign
Creating a segment of window shoppers who have provided an email and are reading your email campaigns
Reviewing window shoppers who read your emails is valuable because they represent potential customers who show interest but haven’t converted. By analyzing their behavior, you can:
Understand what content or products catch their attention.
Adjust email content or offers to better engage them.
Target them with personalized promotions to turn interest into sales.
Evaluate the effectiveness of your email campaigns.
Nurture trust and familiarity for future purchases.
3. Under segment conditions:
Choose "RFM Customer Segment" from the first drop-down menu, "is" from the second and "Window Shoppers" from the third.
Choose the And condition
Choose "Campaign email opened" from the first drop-down menu, "is" from the second and select the email campaign from the third
Click Save and create segment
