🏷️ Custom segments are unlocked with the Loyalty Accelerate plan.
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
Internal employees for testing
Contact our support team, and we’ll help you create the exact segment you need.
Before You Begin
Follow these steps for every custom segment:
1. Go to Customers > Custom Segments and click Create segment
2. Name your segment
⚠️ Important: The instructions below begin after you’ve completed these initial steps. Each segment type has unique conditions to set up.
1. Marketing Preference Segments
Customers with mobile numbers and accept marketing
These customers have provided their mobile number 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
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
These are customers who gave their email address at checkout but opted out of marketing.
Why this matters:
Analyze behaviors of customers who opted out.
Adjust your messaging strategy to improve opt-in rates.
How to create this segment
Under Segment conditions, select Email > Has any value.
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.
2. Purchase-Based Segments
Customers Who Purchased at a Specific Store
Identify customers based on where they shop.
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. Under Segment conditions, select Site purchased from > 'Is' > and choose the store site.
2. Click save and create segment.
📝 Note: Omnichannel shoppers may appear in multiple store-site segments.
Customers Who Purchased a Specific Product
Target customers who have already bought a specific product.
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. Under Segment conditions, select Product purchased > 'Is' > and choose the product.
2. 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].
3. Engagement-Based Segments
Customers Who Haven’t Opened a Campaign
These are subscribers who received an email but didn’t open it.
Why this matters:
Run re-engagement campaigns.
Improve email deliverability with targeted testing.
Test subject lines and content strategies.
How to create this segment
Under Segment Conditions, select Campaign last sent → Is → [Choose campaign].
Click Add condition (keep AND selected).
Add Campaign email opened > Is not > [Choose same campaign].
Click Save and create segment.
Window Shoppers Who Opened an Email
These customers opened your emails but haven’t purchased yet.
Why this matters:
Understand interests of non-buyers.
Nurture toward conversion with tailored offers.
Measure email content effectiveness.
How to create this segment:
Under Segment Conditions, select RFM Customer Segment → Is → Cold (formerly At Risk).
Click Add condition (keep AND selected).
Select Campaign email opened → Is → [Choose campaign].
Click Save and create segment.
------Attempting to provide a new screenshot of 'cold'-------
4. Internal Testing Segment
Internal Employees
Create a dedicated testing group with your team’s emails.
Why this matters:
Collect pre-launch feedback.
Run quality assurance checks.
Test campaigns in a controlled environment.
How to create this segment
Under Segment Conditions, select Email → Is → [Employee email].
Click Add condition and change to Or.
Repeat step 1 for each employee.
Click Save and create 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.