How to Build Audience Segments

Sending the right message to the right people dramatically improves email performance. Segments let you target specific groups within your contact list.

Build targeted segments with flexible filter criteria

What you'll learn

• Creating static and dynamic segments

• Common segmentation strategies

• Using segments in campaigns

Why Segment?

Segmented emails perform better:

• Higher open rates - Relevant subject lines

• Better click rates - Targeted content

• More conversions - Right ask to right person

• Fewer unsubscribes - Less email fatigue

Creating a Segment

Open Segment Builder

Go to Outreach → Segments and click Create Segment.

Name Your Segment

Use descriptive names: "Donors Over $100", "Event Attendees 2024", "Supporters in District 5".

Choose Segment Type

• Dynamic - Auto-updates as contacts match/unmatch criteria

• Static - Fixed list of contacts

Build Criteria

Add filters to define who's included:

• Support Level - ID'd supporters, undecideds

• Tags - Volunteer, donor, event attendee

• Location - City, zip, precinct

• Activity - Opened recent emails, clicked links

• Donations - Amount, recency, frequency

Preview and Save

Review the contact count and sample members, then save your segment.

Preview your segment to verify the right contacts are included

AND vs OR Logic

Combine multiple criteria with AND (must match all) or OR (match any). Build complex segments with groups.

Common Segment Strategies

By Engagement

• Highly engaged - Opened 3+ emails in last 30 days

• Lapsed - No opens in 90+ days

• New subscribers - Added in last 7 days

By Support Level

• Strong supporters - ID level 5

• Persuadables - ID level 3

• Not yet ID'd - No support level recorded

By Donor Status

• Major donors - Gave $500+

• Recurring donors - Active monthly gifts

• Lapsed donors - Gave before but not recently

• Never donated - Prospects

By Location

• In-district - Voters in your district

• Key precincts - High-priority areas

• Event-specific - Near event location

Using Segments

Apply segments when:

• Selecting email campaign recipients

• Building text campaign lists

• Creating targeted exports

• Analyzing performance by group

Keep Segments Updated

Review segment criteria regularly. As your campaign evolves, your segments should too.

Manage all your saved segments from one central view

Next Steps

• How to Send an Email Campaign

• Setting Up Automation Workflows

• Viewing Outreach Analytics