> ## Documentation Index
> Fetch the complete documentation index at: https://help.retainful.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Segments

> Build dynamic, rule-based groups that update automatically as your customers' behavior changes.

A segment is a saved set of rules. Any contact who matches the rules is in the segment; the moment they stop matching, they're out. You never manage membership by hand.

## Why segments matter

Sending the same email to everyone is the fastest way to get ignored. Segments let you match the message to the person:

* A VIP discount to your **highest spenders**.
* A win-back offer to customers who **haven't ordered in 90 days**.
* A different subject line for people who **opened but didn't click** your last campaign.

## Create a segment

<Steps>
  <Step title="Start from scratch or a template">
    Go to **Audience → Segments** and click **Create segment**, or browse **Templates** for ready-made segments like recent buyers or lapsed customers.
  </Step>

  <Step title="Add conditions">
    Each condition checks one thing about a contact — a profile property, a behavior, or an event. Combine conditions with **AND** (all must match) and **OR** (any can match).
  </Step>

  <Step title="Preview and save">
    The builder shows how many contacts currently match. Save the segment and it's immediately available as an audience for campaigns and automations.
  </Step>
</Steps>

## What you can filter on

| Type                   | Examples                                                                                         |
| ---------------------- | ------------------------------------------------------------------------------------------------ |
| **Profile properties** | Country, city, signup date, custom fields like "size preference".                                |
| **Email behavior**     | Opened or clicked a specific campaign, hasn't opened anything in 60 days.                        |
| **List membership**    | Is (or isn't) in a particular list.                                                              |
| **Shopping behavior**  | Number of orders, total spent, products purchased, last order date.                              |
| **Events**             | Any event Retainful has tracked for the contact, including custom events from your integrations. |

## Example: lapsed VIP customers

A segment worth trying on most stores:

* Total spent **is greater than** \$200, **AND**
* Last order date **is more than** 90 days ago, **AND**
* Email subscription status **is** Subscribed

Pair it with a win-back automation that offers a [unique coupon](/automations/coupons).

## Using segments

* **Campaigns** — choose the segment as your audience when sending.
* **Automations** — use segment membership in entry rules or in a **Binary** (if/else) step to branch a flow.
* **Analysis** — open a segment any time to see who currently matches.

<Note>
  Segment membership is evaluated continuously — a contact who places an order this morning can drop out of your "hasn't ordered in 90 days" segment this afternoon. That's the point: your targeting is always current.
</Note>