Guide to Subscriber Segmentation

Segments can be created to filter subscribers from your lists according to their actions, roles, or when they meet a condition. You could use that information to target a specific group of people with your email campaigns.

MailPoet allows customers to create the following segments of subscribers in MailPoet > Lists > Segments tab:


  • Actions (by a general number of opens, opened/not opened, and clicked/not clicked links).



WooCommerce Subscriptions

WooCommerce Memberships

All of them can be combined or added up under Conditions.

Note: Canceled and incomplete WooCommerce orders from customers do not show in the Segments list.

Segment update

Segments are dynamic lists, so after you've created a segment, this segment will be updated automatically. 

It means that if someone clicks on a link after the segment has been created, they will be automatically added to the segment.

Note: It's not possible to set up and send Welcome Emails to Segments. It's also not possible to manually remove a subscriber from a Segment.

Send to Specific Email Actions (Email)

You can create segments of subscribers by a specific number of opens, users that opened or not a specific newsletter and clicked or not on a specific link. You can also create a segment of subscribers by a specific number of machine-opens:

In order to create the segment, you would need to first select an action, then the option "any of", "all of" or "none of", and finally select the Newsletter which the data will be accessed:

The same goes for machine-opens, except that in this case you can only choose from "any of" or "all of":

If you selected clicked or not clicked as an action, you can specify the exact link you want to have the data:

After having the Segment created, you can send a new Newsletter to these specific subscribers, adding it just like you do with Lists:

Send to MailPoet Custom Fields (Subscriber)

If you sent emails with previously created Custom Fields via MailPoet, you can also create a segment that equals, not equals, contains, more than or less than the information that was introduced on that specific field, creating that way a segment list out of it.

Send by Subscribed Date (Subscriber)

By selecting "Subscribed Date", you will be able to segment your subscribers according to when they joined your lists.

Send to specific Subscriber Tags (Subscriber)

Once you have added tags to your Subscribers, you can create segments targeting those tags. This will allow you to segment out subscribers that have or don't have specific tags applied.

Send to specific WordPress user roles (Subscriber)

You can send to specific WordPress user roles:

  • Administrator
  • Author
  • Contributor
  • Editor
  • Any custom role you have created, for example, Customer, Subscriber, Shop manager, etc.
You can also select from the "any of", "all of", "none of" conditions to include or exclude multiple user roles at a time.

Send to subscribers according to their score (Subscriber)


  • higher than 
  • lower than 
  • equals 
  • not equals 
  • unknown 
  • not unknown

Send by Country Location (WooCommerce)

If you're using WooCommerce on your site, you'll have access to specific segment options to target your marketing campaigns. By selecting "is in country", you can segregate your customers by their location. You can select from the conditions "any of" or "none of" to include or exclude countries and create a list out of it:

Send by number of Orders (WooCommerce)

You can create a segment list by defining the number of orders made. The conditions are limited to "equals", "not equals", "more than X" or "less than X"  in a delimited time frame:

Send to Purchased specific Product or Product Category (WooCommerce)

If you want to create an email campaign or promotion to those who purchased a specific product or a product within a category, you can do it by selecting "Purchased this product" + the Condition (you can choose from "any of", "all of", "none of") + Name of the product(s):

or "Purchased in this category" + the Condition (you can choose from "any of", "all of", "none of") + the product category:

Send to Total Spent (WooCommerce)

You can also segment your subscribers by the total amount of money they spent in your shop. The conditions are limited to "equals", "not equals", "more than X" or "less than X" in a specific time frame. Please note that the currency showing up here would be the one you previously selected in your store from the WooCommerce settings.

Has An Active Subscription (WooCommerce Subscriptions)

You can segment your subscribers by active subscriptions they have in your shop. 

Is Member Of (WooCommerce Memberships)

If you're using the WooCommerce Memberships plugin on your site, you can segment your subscribers by their membership:


Apart from the basic actions we offer, you can also set up more complex and specific conditions by combining several segmentation actions. While selecting an action in the segments menu, you'll notice a link below to add a condition. Click on that link to add an additional field where you can select a new rule for your segment list. Make sure you are selecting "All the following conditions" (so all the rules you added apply at the same time):

or "Any of the following conditions" (any rule applies):

Note: we don't have any limits to add all the conditions you want, however, MailPoet won't create a segment that takes longer than 20 seconds to calculate. That means that if the server where your website is hosted is fast and powerful enough to process all the conditions in 20 seconds, then you won't have any limit in the number you would like to set for that segment. If you can't create a segment with several conditions, please consider reducing the amount of them.

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