Welcome Back's power lies in using real customer data to send the right message to the right person. Instead of sending mass emails blindly, you can create segments based on your customers' purchase behavior and visit patterns.
Follow these steps to filter your database and create specific audiences:
1. Create a new segment
From the email marketing module, go to the segments section and click "Create a segment." You'll need to complete two fields to identify it internally:
Example: VIP Segment for retargeting campaigns
Example: Creating a VIP Retargeting Segment
Name: A descriptive title (e.g., "VIP Customer Retargeting" or "Inactive Frequent Customers")
Description: A brief note to remember the purpose (e.g., "Important customers who haven't visited in over 30 days")
Important note: These fields are for guidance and help you and your team quickly identify the segment's characteristics.
2. Define segment rules
This is where you filter your database. You can combine multiple rules to be very specific with your audience. Available fields are:
Card: Filter by membership type (e.g., Equals "Black" or "Gold")
Days since last visit: Essential for reactivating lost customers (e.g., Greater than 30 days)
Number of visits: Identify your most frequent customers (e.g., Greater than 5 visits)
3. Practical segment examples
Example 1: VIP Customer Retargeting To win back valuable customers who have stopped visiting:
Card = Gold
AND Number of visits > 10
AND Days since last visit > 30
Example 2: New Customers To follow up with recent customers:
Number of visits < 3
AND Days since last visit < 15
Example 3: Active Frequent Customers To reward your most loyal base:
Number of visits > 10
AND Days since last visit < 7
Once you've configured your segment, click Save.
4. Use the segment in a campaign
With your segment ready, it's time to send it:
Go to the Campaigns section
Select the design you previously created or create a new one
Click Configure sending
A panel will open where you'll define the final details:
Campaign name: Internal name for your report (e.g., "VIP Retargeting March 2025")
Sender name: Who is sending the email (e.g., your business name)
Email subject: The "hook" to get the customer to open the email (e.g., "We miss you - 20% off your next visit")
5. Select audience and launch
In the configuration, you'll reach the Recipients section:
Select "Use segment"
Choose the segment you created (e.g., "VIP Customer Retargeting")
The system will automatically show how many customers will receive the email
Finally:
Click Review and launch
You'll see a summary with the number of recipients and an email preview
If everything is correct, press Launch campaign
Your email will enter the sending queue and be distributed to your selected segment.
💡 Tips for effective segments
Start simple: Create basic segments first and refine them over time
Review regularly: Customer behaviors change—update your segments periodically
Test different messages: The same segment can receive different campaigns to see what works best
Don't over-segment: Very small audiences (fewer than 50 customers) may not justify a specific campaign