🏷️ Custom segments are unlocked with the Loyalty Accelerate plan.

This guide shows how to set up popular custom segments:

Marketing preference segments
- Customers with a mobile number who accept marketing
- Customers who provided an email but did not accept marketing
Purchase-based segments
- Customers who bought from a specific store
- Customers who purchased a specific product
Engagement-based segments
- Customers who haven’t opened a campaign
- Window shoppers who opened emails
Internal segments for testing

📝 Note: Don't see the segment you are looking to create? Contact our support team, and we’ll help you craft it.

Marketing Preference Segments

Customers with mobile numbers and accept marketing

Customers with mobile numbers who accept marketing
These customers have shared their mobile number and opted in to receive SMS marketing—giving you a direct, high-value channel to engage with them.These customers have provided their mobile numbers and opted in to SMS marketing.

Why this matters:

Send targeted SMS campaigns.
Improve engagement with opted-in customers.
Build loyalty through consistent communication.

How to create this segment

1. Go to Customers > Custom Segments and click Create segment

Screenshot showing how to create a custom segment in Customers. The user navigates to Customers > Custom Segments and clicks the ‘Create segment’ button

2. Name your segment

3. Under Segment Conditions, select Mobile → Has any value.

4. Click save and create segment.

This will include all customers who have provided a mobile number and subscribed to SMS marketing.

Customers Who Provided an Email but Did Not Accept Marketing

Customers who provided an email but did not accept marketing
These customers shared their email addresses during checkout but chose not to receive marketing communications. You can still use their email for essential updates and transactional messages.

Why this matters:

Analyze behaviors of customers who opted out.
Adjust your messaging strategy to improve opt-in rates.

How to create this segment

1. Go to Customers > Custom Segments and click Create segment

2. Name your segment

3. Under Segment conditions, select Email > Has any value.

4. Click Save and create segment.

⚠️ Important: This initial list will include all customers with an email. To isolate only those who do not accept marketing:

Export the segment (dropdown next to Send campaign to segment).
Open the .csv file in Excel or Google Sheets.
Sort the Accepts marketing column.
Remove customers marked TRUE; keep those marked FALSE.

Purchase-Based Segments

Customers Who Purchased at a Specific Store

Customers who purchased at a specific store
Segment customers by the store location where they made a purchase. This helps you tailor campaigns to local audiences, highlight in-store events or offers, and build stronger connections with shoppers in each community.

Why this matters:

Run localized marketing campaigns.
Align promotions with store-level inventory.
Send invitations to in-store events or VIP offers.

How to create this segment

1. Go to Customers > Custom Segments and click Create segment

2. Name your segment

3. Under Segment conditions, select Site purchased from > 'Is' > and choose the store site.

In Segment conditions, ‘Site purchased from’ is set to ‘Is,’ with the specific store site selected from the dropdown

4. Click Save and create segment.

📝 Note: Omnichannel shoppers may appear in multiple store-site segments.

Customers Who Purchased a Specific Product

Customers who have purchased a specific product
Target customers based on products they’ve already bought. This allows you to recommend complementary items, promote refills or upgrades, and create personalized campaigns that drive repeat purchases.

Why this matters:

Cross-sell complementary items.
Upsell premium product versions.
Build retention by offering exclusive product-related deals.

How to create this segment

1. Go to Customers > Custom Segments and click Create segment

2. Name your segment

3. Under Segment conditions, select Product purchased > 'Is' > and choose the product.

In Segment conditions, ‘Product purchased’ is set to ‘Is,’ with the specific product selected from the dropdown.

4. Click Save and create segment.

📝 Note:

Use AND to find customers who purchased all products.
Use OR to find customers who purchased any of the products.

💡 Tip: Refine further by adding Site purchased from → Is → [Choose site].

Note: Use AND to find customers who purchased all selected products. Use OR to find customers who purchased any of the selected products. 💡 Tip: You can refine your segment further by adding Site purchased from → Is → [Choose site].

Engagement-Based Segments

Customers Who Haven’t Opened a Campaign

Customers who haven’t opened a campaign
These subscribers received your email but didn’t open it. Use this segment to re-engage inactive customers with stronger subject lines, exclusive offers, or tailored follow-ups that spark their interest.

Why this matters:

Run re-engagement campaigns.
Improve email deliverability with targeted testing.
Test subject lines and content strategies.

How to create this segment

1. Go to Customers > Custom Segments and click Create segment

2. Name your segment

3. Under Segment Conditions, select Campaign last sent → Is → [Choose campaign].

4. Click Add condition (keep AND selected).

5. Add Campaign email opened > Is not > [Choose same campaign].

6. Click Save and create segment.

Step 3: In Segment conditions, “Campaign last sent” is set to “Is,” with the chosen campaign selected. Step 4: “Add condition” is clicked, with AND kept selected. Step 5: “Campaign email opened” is set to “Is not,” with the same campaign chosen. Step 6: “Save” is clicked to create the segment.

Window Shoppers Who Opened an Email

Window shoppers who opened an email
These customers are engaging with your emails but haven’t made a purchase yet. They’re showing interest, making this segment ideal for targeted promotions, personalized product recommendations, and incentives that encourage them to convert.

Why this matters:

Understand interests of non-buyers.
Nurture toward conversion with tailored offers.
Measure email content effectiveness.

How to create this segment

1. Go to Customers > Custom Segments and click Create segment

2. Name your segment

3. Under Segment Conditions, select RFM Customer Segment → Is → Cold (formerly At Risk).

4.Click Add condition (keep AND selected).

5. Select Campaign email opened → Is → [Choose campaign].

6. Click Save and create segment.

Step 3: In Segment conditions, “RFM Customer Segment” is set to “Is,” with Cold (formerly At Risk) selected. Step 4: “Add condition” is clicked, with AND kept selected. Step 5: “Campaign email opened” is set to “Is,” with the chosen campaign selected. Step 6: “Save” is clicked to create the segment.

Internal Testing Segment

Internal Employees

Internal employees
Use your team’s email addresses to create a dedicated testing group. This lets you safely preview campaigns, check formatting, and ensure everything looks and works as intended before sending to customers.

Why this matters:

Collect pre-launch feedback.
Run quality assurance checks.
Test campaigns in a controlled environment.

How to create this segment

1. Go to Customers > Custom Segments and click Create segment

2. Name your segment

3. Under Segment Conditions, select Email → Is → [Employee email].

4. Click Add condition and change to Or.

5. Repeat step 1 for each employee.

6. Click Save and create segment.

Step 3: In Segment conditions, “Email” is set to “Is,” with the employee email entered. Step 4: “Add condition” is clicked and changed to OR. Step 5: The same step is repeated for each employee email. Step 6: “Save” is clicked to create the segment.

💡 Tip: If you’ll test campaigns regularly, tag employees in your Marsello database and create the segment using that tag. This makes the segment easier to maintain.

Create a custom segment

Create a Segment of SMS subscribers

Create Advanced Customer Segments

Customer Segments common questions

What do different segment conditions mean? (Glossary guide)