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Segmentation for personalized campaigns (retail)

An overview of the most used member segments in retail, the campaigns they are typically used for, and the exact filter settings to build them in the segmentation tool.

How it works

Segments let you target campaigns at the right members instead of your whole database. You build a segment with filters in the Loyalty+ dashboard, then choose it as the recipient list in the campaign settings before activating.

Segments marked (standard) below are available out of the box in your dashboard.

Segment overview

1. Birthday (standard)

  • Use for: Birthday greetings with a gift, for example a gift card.
  • Filter: DaysUntilBirthday <equal> [0] OR [-1] OR [-2] OR [-3] OR [-4] OR [-5] OR [-6] OR [-7]
  • Note: Members stay in the segment for up to 7 days after their birthday, then birthday offers disappear from their profile. Combine the segment with a gift card or offer, and the member finds their birthday gift on their profile. Set the campaign email to send every 1 weeks.

2. Members in specific areas

  • Use for: "For the locals" campaigns in quiet periods, or flash sales for members with a short travel distance to your store. Flash sales work best via SMS.
  • Filter: ZipCode <equal> [xxxx] OR ZipCode <equal> [yyyy] — or ZipCode <begins_with> [x]
  • Note: The first version targets exact zip codes. The second targets all zip codes starting with a given digit, covering a wider area.

3. Expiring bonus points (standard)

  • Use for: Reminding members that points are about to expire, with a nudge to use them in-store before they're lost.
  • Filter: ExpiringBonus <greater_or_equal> [1]
  • Note: Replace 1 with a higher number to only reach members with a meaningful amount of expiring points.

4. Over 500 bonus points (standard)

  • Use for: Reminding members of their available bonus, paired with news like a new collection.
  • Filter: ReleasableBonus <greater_or_equal> [500]
  • Note: A strong VIP move: give members with over 500 points a sneak peek at the new collection before everyone else.

5. New members (standard)

  • Use for: Welcome messages introducing the program and its benefits.
  • Filter: Registration date <last_x-days> [5]
  • Note: Captures everyone who registered in the last 5 days.

 

Good to know

  • Recipients are always chosen in the campaign settings before activation. Double-check the segment size before sending.
  • The birthday segment requires the send setting described above, otherwise members may receive the email multiple times during the 7-day window.
  • Segments update dynamically. A member who qualifies tomorrow enters the segment automatically.
  • See "Campaign Structure for Your Loyalty Program" for campaign ideas to pair with these segments, and "Program Tags for Member Segmentation" for tag-based targeting.