Segments
A segment is a concrete group of contacts that share a common trait — "all customers in Germany," "loyal customers with a purchase in the last 30 days," or "VIP-tagged + WhatsApp opt-in." Segments are the practical lever for targeted outreach.
What is a segment?
A segment is an addressable subset of your contacts. If segmentation is the method (systematic grouping), then segments are the concrete result — the individual lists you actually message.
The distinction in practice:
- Segmentation = the method, the strategy, the approach.
- Segment = a concrete result, a specific group.
Static vs. dynamic segments
| Type | How it works | Example |
|---|---|---|
| Static | A fixed list. Members stay until manually removed. | "Webinar attendees April 15, 2026" — the list doesn't change after the event. |
| Dynamic | Rule-based. Membership is evaluated live; contacts move in and out. | "All contacts with tag 'active' AND last action in last 30 days." |
Dynamic segments are more powerful in day-to-day work because they update themselves. Static segments fit clearly bounded one-off actions.
How you define a segment
Three common building blocks:
- Property filters: "Country = Germany," "Language = English," "Plan = Pro."
- Tag filters: "has tag 'VIP' AND has tag 'WhatsApp opt-in' AND does NOT have tag 'Unsubscribed'."
- Behavior filters: "last activity more than 60 days ago," "at least three purchases," "clicked campaign X in the last 14 days."
Combinable with AND, OR, NOT — like SQL WHERE clauses, but click-based.
Practical segment examples
- Reactivation campaign: "Tag 'newsletter subscriber' AND last open more than 60 days ago AND NOT tag 'unsubscribed'."
- VIP action: "Lifetime revenue > €1,000 AND active contract."
- Geographic targeting: "ZIP code starts with '8' AND language English" (e.g., a UK regional cluster).
- Frequency cap protection: "Has received a marketing message in the last 7 days" — as an exclusion segment.
- Onboarding slice: "Signed up in last 14 days AND not yet completed onboarding flow."
Segments and flows
Segments are the most common entry condition for flows: a flow starts either on an event (e.g., tag set) or on a schedule across all members of a segment. A dynamic segment ensures that new matching contacts are pulled into the flow as soon as they meet the criteria.
What a segment is not
- Not a persona concept: Segments are data-based; personas are hypothesis-led.
- Not a separate database: A segment is a view onto existing contacts, not a copy.
- Not a marketing license: Membership in a segment doesn't replace the required opt-in. Marketing communication only goes to contacts with valid consent.
Privacy note
Segments are a form of data processing. Three rules:
- Purpose limitation: Data may only be used for the purpose stated in the opt-in.
- Data minimization: Only collect fields strictly needed for segmentation.
- Transparency: Your privacy policy must mention that and how you segment.
More details in GDPR-compliant messaging.
Segments at SendSeven
SendSeven offers static and dynamic segments directly in contact management. Building blocks: property filters, tag filters, behavior filters. Combinable with logical operators. Segments are usable cross-channel for broadcasts, flows, and reporting.