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).



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.

Only registered customers (those who have a WordPress user created) will be included in WooCommerce segments.

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.

In order to create the segment you would need to first select an action, and then the Newsletter which the data will be accessed:

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 or contains 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 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.

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 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 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" + Name of the product:

or "Purchased in this category" + 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 "more than X" and "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.


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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