Waymaker
Journeys

Segments

Learn about Segments in WaymakerOS.

SegmentsAudience

Target the right audience for each campaign. Build segments with conditions to send emails to specific groups of contacts.

Audience options

When sending a campaign, choose who receives it:

  • All contacts — every contact in your audience
  • Segment — a saved group with filter conditions
  • Tag — contacts with a specific tag
  • Filter — an ad-hoc filter built at send time

Creating a segment

  1. In the campaign settings, click Audience
  2. Click Create Segment
  3. Add conditions:
    • Column + operator + value
    • Example: "Signed up after January 1, 2026"
  4. Name your segment
  5. Save

Saved segments are reusable across campaigns. The contact list updates dynamically — new contacts that match the conditions are automatically included.

Condition operators

Data typeOperators
Textequals, contains, starts with, is empty
Numberequals, greater than, less than, between
Datebefore, after, between, in the last N days
Selectis, is any of, is not
Booleanis true, is false

Combining conditions

Add multiple conditions to narrow your audience:

  • All conditions (AND) — contacts must match every condition
  • Any condition (OR) — contacts must match at least one condition

Example: Segment "Active Australian customers" = Country is "Australia" AND Status is "Active" AND Last purchase in the last 90 days.

Tags

Tags are labels you assign to contacts manually or via automations.

Common tag use cases

  • Lead source — "Website", "Referral", "Conference"
  • Interest — "Product A", "Product B", "Enterprise"
  • Lifecycle — "Trial", "Customer", "Churned"

Applying tags

  • Manually — select contacts and add a tag
  • Via automation — when a form is submitted, tag the contact
  • Via import — include a tags column in your CSV

Segment previews

Before sending, click Preview Audience to see how many contacts match your segment and review the list. This prevents accidentally sending to the wrong group.

Next steps