What is Segmentation?

Segmentation gives you more control over the email campaigns you send with Jilt by allowing you to define who gets your emails and why.

By segmenting the audience, you can determine when and why certain customers are added to an email campaign based on their behavior (how they interact with your store). This makes your emails more relevant and effective, which means happier customers and more sales.

How does Segmentation work?

When you create a new campaign, you can choose when customers enter the campaign by adding a set of rules. By matching a customer's behavior to the rules you choose, these rules determine whether a customer is added to a given campaign.

When a customer matches the set of chosen rules, they're added to the campaign, and the emails in that campaign are automatically scheduled (according to the timing you set for each individual email) and sent. 

Let's take a look at the segmentation rules that are applied to a cart abandoned recovery automation, as an example.

First, there are two rules that are automatically applied to your cart recovery automation when you create it:

Customers will automatically enter a campaign when their information matches the rules that you've set.

So, in our cart abandoned example above, each time a customer abandons a cart on your store, they'll enter this campaign, so long as they've abandoned their cart between 1 minute and 21 days ago.

Note: a contact will immediately exit the cart recovery automation if their order for that cart is "placed" on your site

You can add additional rules to filter the audience for the campaign, using information about the order/cart or customer. These are called attributes. When you add a rule, you can select the attribute you'd like to use:

Continuing with our cart abandoned example, let's limit this campaign only to carts over $100. After selecting an attribute, it will be added to the list of rules and you can select how to filter your audience based on that rule:

In this example, we've chosen the total attribute, entered $100.00, and selected "greater than", so this campaign only enters customers whose cart total is over $100. Attributes that are numbers, like cart/order total, can be filtered using greater than / less than / is (equal to). Other attributes are expressed as dates, like cart abandoned at, and will have different options for comparison, and are explained in more detail below.

There are a few important things to keep in mind when segmenting your audience.

  1. First, once a customer has entered a campaign with a cart/order, they won't re-enter it unless they start a new order. This helps to avoid situations where a customer could receive duplicate emails about an order they've abandoned or placed.

  2. Second, a customer can't be in multiple cart abandoned campaigns at the same time. This is to avoid sending multiple emails about the same abandoned cart.

  3. Third, if the customer previously unsubscribed from emails or their email address is invalid, they can't enter a campaign.

All campaigns have these default rules and they can't be changed. If you have a situation where you'd like to disable these rules, please get in touch with our support team.

What attributes can I use to segment my audience?

Attributes are information about your carts, orders, or customers that you can use to segment your audience.

Some attributes are only available for order-related automations and emails (e.g., financial status and payment method) and aren't listed when segmenting a broadcast's audience. Attributes that can be used for the email type you're working on are automatically displayed in the "Advanced: Add rules" area.

We're always adding more attributes, so if there's one missing from this list, please get in touch with us and let us know. 😄

Carts / Orders

  • abandoned at - the date the cart / order was abandoned at

  • cancelled at - the date the cart / order was cancelled at

  • last activity at - the date & time the cart / order last had activity at

  • placed at - the date the cart / order was placed

  • total - the cart / order total

  • billing / shipping country

  • currency

  • order products - the products that the cart / order contains

  • order product collections - if the cart / order contains products from a certain category

  • status / financial status / fulfillment status

  • order requires shipping

  • test order - if the order is a test order (created by an email address that matches the domain of the shop)

  • billing city, state/province, postcode, phone number, customer language,

  • shipping city, state/province, postcode

  • payment method

  • applied discounts

  • sales channel name


  • accepts marketing

  • customer name

  • customer email

  • phone number

  • entered automations

  • exited automations

  • within automations

  • is test

  • contact order count

  • total spend by contact

  • registered contact (date)

  • contact last ordered

  • contact tags

  • contact purchased products

  • contact purchased products from collections

  • contact applied discounts

  • contact signup source

  • contact lists

  • contact opt in date

  • contact billing status

Do customers exit my campaigns, and if so how?

Customers will exit a campaign if they have received all emails, or if an event happens that makes them exit. There are two possible scenarios:

  1. For abandoned cart campaigns, if the customer places an order, they'll exit and won't receive the remainder of the emails

  2. For all other campaigns, if the customer or object (order, subscription) no longer meets the entry rules.

You can read more about entry and exit rules here.

What else can I do with Segmentation?

Segmentation is even more powerful when combined with dynamic content (using Liquid) in your emails. For example, you could create a campaign that sends a series of abandoned cart recovery emails to carts with certain products. Then, in each email, you could add a section that changes based upon the cart total.

If you have a question or need help setting up a campaign, please get in touch with us so we can help. 👋

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