Quick Guide: Create ActiveCampaign Segments Easily

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Creating a segment in ActiveCampaign isn’t just a nifty trick; it’s a game-changer for email marketing. I’ve been there, sifting through endless data, trying to target the right audience. But with ActiveCampaign’s segmentation, you can say goodbye to one-size-fits-all campaigns and hello to personalized messages that resonate.

I’ll walk you through the steps to create a segment that’ll help you engage with your subscribers like never before. Whether you’re looking to boost open rates or drive sales, mastering segmentation is key. Stick with me, and you’ll learn how to segment like a pro, ensuring your emails hit the mark every time.

What is ActiveCampaign?

Before diving into the intricacies of segment creation, it’s essential to understand what ActiveCampaign is and the powerful role it plays in email marketing. ActiveCampaign is a robust tool that combines various aspects of small business marketing into a single, user-friendly platform. At its core, it’s an email marketing service, but it doesn’t stop there. ActiveCampaign extends its capabilities to include a full-suite CRM (customer relationship management), advanced automation, sales automation, and messaging features.

My experience with ActiveCampaign has shown that it excels in creating a seamless customer experience. By tracking visitors’ actions on your website, it enables you to trigger personalized messages across multiple channels, including email, SMS, or even through your website itself. This sort of omnichannel marketing is invaluable for businesses looking to stay connected with their audience at every touchpoint.

Additionally, ActiveCampaign’s CRM is not just a database of customer interactions and information. It tracks deals, leads, and tasks to help businesses close more sales and nurture customer relationships more effectively. The platform’s reporting capabilities provide insight into what’s working and what’s not, allowing marketers like myself to make data-driven decisions that contribute to campaign success.

What really sets ActiveCampaign apart is its automation features. With a simple yet powerful visual automation builder, creating complex workflows based on user behavior becomes straightforward. These automations can encompass activities such as sending targeted emails, assigning tasks to sales teams, or segmenting contacts based on their interactions with your business.

Understanding ActiveCampaign’s capabilities is the first step in unleashing its potential for your email marketing strategy. With this foundation, we can now focus on enhancing our approach by utilizing segmentation to foster deeper connections with our audience and drive meaningful engagement with our brand.

Why should you create segments?

Personalization has become key in modern marketing strategies, and segmentation is its cornerstone. By carving out distinct groups within my email list, I can deliver content that’s hyper-relevant to each subscriber. But why is this necessary, and how does it give my campaigns an edge?

Let’s start with the basics: Engagement. Generic emails are a one-way ticket to the spam folder. However, with segments, I notice a higher open rate and more meaningful interactions from my subscribers. It’s about reaching the right person with the right message at the right time. Behavior-based segments, for example, allow me to craft campaigns that nudge potential customers further down the sales funnel.

But it goes beyond opens and clicks. When I tailor my content to specific segments, I see a direct impact on conversions. Whether it’s based on past purchases or expressed interests, segmented emails can drive sales by presenting recipients with offers that are difficult to ignore. Personalized discounts for returning customers or timely product recommendations can significantly boost my bottom line.

Customer retention also sees a substantial lift when I segment my audience. No two customers are alike, and recognizing their unique needs and preferences through segmentation builds loyalty. ActiveCampaign’s robust segmentation capabilities help me identify not just who my customers are, but what they care about, enhancing my customer service and encouraging repeat business.

Lastly, the insights I gain from segmented campaigns are invaluable. Analyzing how different segments respond helps me refine my marketing strategy over time. I get a clearer picture of what resonates with each segment, leading to even more targeted and successful campaigns in the future.

In the realm of email marketing, segmentation is no longer optional – it’s essential. To stay competitive and keep subscribers engaged, I leverage ActiveCampaign’s powerful segmentation tools to slice my audience into meaningful groups, ensuring that each email I send hits the mark.

Understanding your audience

Delving into the world of segmentation within ActiveCampaign, it’s clear understanding your audience is pivotal. Audience analysis is not just about observing trends; it’s about digging into the specific needs and behaviors of your subscribers. This crucial step ensures that the segments you create will lead to more meaningful interactions.

At the heart of audience understanding are data points. These include demographics like age and location, but don’t overlook psychographics such as interests and values. The combination of these elements gives me a complete picture of who I’m communicating with. I gather this information through subscription forms, email interactions, and customer feedback. I also keep an eye on the click-through rates and open rates of past emails, as these metrics offer insight into what content resonates with my subscribers.

But why stop at surface-level data? Engagement levels can pivot drastically when I tap into behavioral data, like past purchases or website activity. ActiveCampaign’s tools allow me to track these behaviors seamlessly, to understand patterns that indicate preferences, and potentially, future actions.

Here’s a quick run-down of the types of data I consider:

  • Demographics: Age, location, job title
  • Psychographics: Interests, values, lifestyle choices
  • Behavioral Data: Purchase history, email engagement, website activity

With this wealth of information, I can begin to create segments that feel personal to the subscriber. It’s about going beyond the “Hi [First Name]” and crafting messages that hit home. An offer for winter coats sent to a segment based in Florida? Not going to cut it. But targeting that same offer to a segment in Minnesota? That’s the sweet spot.

Continuously refining your segments is part of the process. Trends shift, and so do people’s interests and needs. I ensure my segments remain as dynamic as the audience they’re designed for. Keeping a segment static is a missed opportunity for growth and deeper connection.

By truly understanding your audience, you set the stage for a campaign that’s not just heard but felt—a key component in the vibrant symphony of effective email marketing.

Steps to create a segment in ActiveCampaign

Creating a segment in ActiveCampaign isn’t just about grouping contacts together; it’s about strategically carving out a niche in your subscriber base to deliver highly targeted content. Here’s how I approach this process effectively:

Firstly, log in to your ActiveCampaign account and navigate to the ‘Contacts’ tab. This is where the magic of segmentation begins. Right from the dashboard, you can access a multitude of options to filter and create segments based on the data previously collected.

Next, select the ‘Advanced Search’ option. Advanced search allows you to drill down into specifics like email interactions, page visits, or even custom fields that you’ve created to collect unique information about your contacts. Here’s what I look for:

  • Email engagement: Which subscribers open my emails or click on links?
  • Purchase history: Who bought what and when?
  • Geolocation: Where are my contacts located?
  • Custom fields: Have they filled out specific forms that indicate their interests?

With your criteria set, click on the ‘Search’ button to filter your contacts according to these parameters. The resulting list is a rough segment, but to save and refine it, you need to take another step.

Hit the ‘Save as a Segment’ option at the top of the search results. Give your new segment a descriptive name that instantly reminds you of its purpose. For instance, if I’m targeting customers who have purchased a specific product in the last month, I might name the segment “Recent Product X Buyers.”

After naming, review your segment’s criteria. Ensure the details match your intended audience. Remember, the power of segmentation comes from precision. Over time, I’ve learned that the sharper the segment, the more effective my campaigns are.

You’ll need to save the segment. Once it’s saved, it becomes actionable within the platform. You can easily select this segment when crafting campaigns or automations, ensuring the right message gets to the right people.

Remember to revisit and revise your segments regularly. Subscribers’ behaviors and preferences evolve, and so should your segments. By keeping them updated, you maintain relevance and engagement in your email marketing efforts.

Adding conditions and filters to your segment

When diving into the intricacies of segment creation, adding conditions and filters stands out as a fundamental step. I’ve found that the more precise my conditions, the better I’m able to connect with my subscribers. ActiveCampaign provides an array of options, allowing me to refine my segments to match my specific marketing goals.

Starting with basic filters, I focus on demographics, such as age and location, which often serve as the bedrock for my targeting. From there, I incorporate behavioral filters which encompass actions like past email opens, clicks, or website visits. This behavioral data is precious because it signals subscriber engagement and interest.

Another powerful aspect is the use of custom fields, which I leverage to include information tailored to my business – perhaps membership levels or customer loyalty points. Every piece of data is a potential filter that can enhance the relevance of my campaign.

The process is quite intuitive:

  • Select a filter category
  • Choose the specific condition
  • Define the criteria for the condition

For example, if I want to target users who have visited my website in the past month, I’d select the ‘website visits’ filter, specify the condition as ‘within the last 30 days’, and finalize my criteria with the particular pages they’ve visited.

Additionally, I’m always mindful of the need to balance the size of my segment with its precision. Too narrow, and I might miss out on potential conversions; too broad, and the personal touch is lost. The key lies in finding the sweet spot where my message resonates strongest.

What truly elevates ActiveCampaign’s segmentation is the Advanced Search functionality. It allows me to delve deeper with complex conditions using AND/OR logic. This tool is indispensable when I’m constructing multi-layered segments that require a granular approach.

By combining multiple filters, I craft a segment that closely aligns with my latest campaign or promotional offer. Each addition refines the group until it mirrors the exact audience I need to reach. These dynamic segments are crucial because they ensure that the right message reaches the right people at the right time, which can make all the difference in my campaign’s success.

Segmenting based on engagement

When I focus on increasing the effectiveness of my email campaigns, I pay particular attention to segmenting my contacts based on engagement. Engagement can include indicators such as email opens, clicks, and the amount of time spent reading my emails. By tracking these behaviors, I’m able to pinpoint who is most interested in my content and who may need a nudge to become more active.

What’s great about ActiveCampaign is that engagement metrics are readily available to use as filters for segmentation. For example, I can easily create a segment for subscribers who have opened at least one of my last five emails. This lets me target my engaged users with more advanced content while I create separate strategies for re-engaging dormant subscribers.

To segment based on engagement in ActiveCampaign, I proceed as follows:

  • Navigate to the contacts page and select “Advanced Search”
  • Choose “Actions” and then select an engagement metric, such as “has opened”
  • Specify the time frame and/or the number of emails to focus on
  • Add further conditions if necessary, like “has clicked on any link” to refine the segment
Engagement Metric Condition Example Use Case
Email Opens Has opened last ‘X’ emails Send a thank you or loyalty offer
Link Clicks Has clicked on any link Share more detailed content
Time Spent On Email Has read emails more than ‘X’ seconds Gauge content effectiveness

Remember, high engagement doesn’t just mean frequent opens or clicks. It’s about meaningful interactions. Subscribers who take the time to read through my emails thoroughly are signaling a high level of interest, and hence I consider time spent as a crucial factor in constructing my segments.

It’s equally important to strike a balance. Over-segmentation can dilute my message and under-segmentation might not be sufficiently targeted. Hence, I continually tweak the criteria, ensuring each segment remains optimized to maximize engagement.

By leveraging these engagement-based segments, I set the stage for personalized and impactful communications. What would be considered a general update to one segment, might turn into a special offer for another, all based on how they interact with my emails. This level of personalization is what sets my email marketing campaigns apart and drives higher conversion rates.

Personalization and automation in segments

When you’re diving into the world of email marketing, personalization is your secret weapon. It’s one thing to know how to create a segment in ActiveCampaign; it’s another to craft emails that speak directly to the recipient. Personalization goes beyond addressing subscribers by their first name; it’s about tailoring content to meet their specific needs and interests.

For instance, if I’m segmenting based on purchasing behavior, I can set up an automated campaign that triggers a series of follow-up emails when a customer buys a particular product. This increases the likelihood of more engagement, as the content is both relevant and timely. Taking it a step further, I can personalize the product recommendations within these emails based on past purchasing history or browsing activities, ensuring that each communication feels bespoke to the subscriber.

But there’s more to personalization than just targeting. Automation within ActiveCampaign allows me to scale these efforts without sacrificing quality. By setting up automated workflows that respond to subscriber actions, I ensure consistent and relevant communication. For example, if a subscriber hasn’t opened any of my emails for the last six months, I can automatically place them into a re-engagement segment and send out a special campaign designed to rekindle their interest.

Balancing personalization with automation doesn’t have to be daunting. Here’s how I integrate both:

  • Automated Welcome Emails: Triggered immediately after signup, these introduce my brand and set the stage for future communication.
  • Behavior-Based Triggers: Emails are sent in response to specific actions taken by subscribers, such as downloading a resource or abandoning a shopping cart.
  • Time-Based Automations: Sending annual birthday offers or subscription reminders can significantly boost engagement.

By leveraging the powerful combination of personalization and automation, email campaigns are not just sent; they’re experienced. And that experience can make all the difference in converting subscribers into loyal customers and advocates for the brand.

Tracking and measuring the results

Once you’ve crafted your segments and implemented personalization and automation, tracking the results becomes vital. I always monitor the performance of my segments to understand the effectiveness of my targeted campaigns. ActiveCampaign’s reporting features make it possible to measure results in real-time, allowing for quick adjustments and data-driven decision-making.

Review Engagement Metrics Regularly

The key metrics I always keep an eye on include:

  • Open rates
  • Click-through rates (CTR)
  • Conversion rates
  • Bounce rates
  • Unsubscribe rates

Analyzing these metrics offers insights into how well the content resonates with each segment. If I notice lower engagement with particular content, I refine my approach, changing either the message or the segment criteria. It’s all about agile response to the data; if something’s not working, I tweak it until it does.

Correlate Data with Business Outcomes

It’s not just about the immediate metrics though. I take a step further by correlating email campaign data with tangible business outcomes. For instance, I look at how segments perform in terms of:

  • Lead acquisition
  • Customer retention
  • Average order value increases

By tying these data points back to my segmentation strategy, I can more clearly understand the ROI of my email marketing efforts.

Utilize ActiveCampaign’s Conversion Attribution

ActiveCampaign provides detailed reports on conversions and tracks the entire customer journey. I utilize conversion attribution to pinpoint which segments and campaign elements are driving sales and other desired actions. This holistic view ensures that I’m not just sending emails, but I’m also driving measurable business growth.

Remember, the true power of segmentation in ActiveCampaign lies in the continuous optimization of campaigns based on real-world data. Keep analyzing, keep refining, and keep watching those key performance indicators improve over time.


Crafting the perfect segment in ActiveCampaign can transform your email marketing strategy. I’ve walked you through the intricacies of segment creation, from leveraging Advanced Search to incorporating engagement metrics. Remember, the key is to align your segmentation with your audience’s needs and behaviors. By personalizing content and utilizing automation, you’ll deliver more relevant and compelling messages. Keep your segments dynamic by revisiting and tweaking them as needed. And above all, let the data guide you. Measure your results, refine your approach, and watch as your email campaigns become more effective than ever. With these strategies in your toolkit, you’re well on your way to mastering the art of segmentation in ActiveCampaign.

Frequently Asked Questions

How do you create a segment in ActiveCampaign?

To create a segment in ActiveCampaign, you navigate to the ‘Contacts’ menu, use the ‘Advanced Search’ option to filter your contacts using criteria like email engagement or purchase history, and then save the segment for future targeting.

Why is segmentation important in email marketing?

Segmentation is crucial because it allows marketers to deliver highly targeted content, increasing relevance for the receiver, which can lead to higher engagement, conversion rates, and customer satisfaction.

What criteria can be used to segment contacts in ActiveCampaign?

Common criteria for segmentation in ActiveCampaign includes email engagement, purchase history, geolocation, engagement metrics, and custom fields.

How often should email marketing segments be revisited and revised?

Email marketing segments should be regularly revisited and revised to keep up with changing subscriber behaviors and preferences, ensuring that the content remains relevant and targeted.

How can engagement metrics be used to segment contacts?

Engagement metrics like email opens, clicks, and time spent reading emails can be used as filters to create segments that reflect the interaction level of subscribers with your content.

What’s the importance of balancing segmentation in email marketing?

Balancing segmentation ensures that while emails are personalized and targeted, they also reach a broad enough audience to achieve significant business outcomes and avoid over-segmentation.

Can automation be used with segmentation in ActiveCampaign?

Yes, automation can be paired with segmentation to deliver personalized content at scale, such as setting up automated workflows triggered by subscriber actions, like welcome emails or behavior-based triggers.

How should you track and measure the success of segmented email campaigns?

Success should be measured by regularly reviewing engagement metrics, correlating them with business outcomes, and using features like ActiveCampaign’s conversion attribution to determine the effectiveness of your segments.

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