Lists hold people who were added on purpose: a signup form, an import, an affiliate sync. Segments are rules: anyone who matches at send time is in.
What a segment can check
- Consent: opted in or not.
- Orders: count, window, exact count (for one-time buyers), spend thresholds.
- Store events: viewed a product, added to cart, reached checkout.
- Email engagement: opened or clicked in the last N days, from any flow or campaign.
- RFM: recency, frequency and monetary scores computed from order history.
- Contact fields: any field from the store, a form, a contacts feed or a CRM sync. Text can be, not be or contain a value; numbers can be at least, at most or between two amounts; dates can be on or after, on or before, between two days, in the last N days or more than N days ago.
- List membership, including not-in-list.
Rules combine as groups: A and (B or C). A segment builder lets you write the rule in plain English and reviews the definition it produces.
Presets every brand gets
Purchasers, one-time buyers, opened in the last 30 and 60 days, clicked in the last 30, engaged in the last 90, and all opted-in.
Quarantined lists
A list can be excluded from every segment, for example an imported list that is paused. Its members stay mailable when a rule asks for them by name, and their scanner-driven opens can't pull them back into an engagement segment.