How to Create a Customer Segment – RetentionX

Not all customers behave the same— and looking at averages can hide what is really driving your business. Segmentation lets you break your customer base into meaningful groups, compare how they perform, and activate those groups in your marketing channels.

With RetentionX’s powerful segment builder, you can define exactly which shoppers belong in each group—from customer characteristics and purchase behavior to advanced behavioral sequences.

How to Create Segments

Segments are groups of customers defined by a set of conditions. To create a new segment, navigate to Customers Segments in the navigation bar:

Click + New Segment.

Decide whether you want to create a dynamic or static segment:

Give your segment a name under which it will appear in your account.
Use the segment builder to define who should be included by adding one or more conditions.
Decide whether you want all reports to be recalculated for this group of customers.
Click Create Segment to start populating your segment.

Depending on the size of your segment and whether report calculations are enabled, it may take 20–30 minutes for the segment to populate.

You can quickly create a new segment based on an existing one by selecting Duplicate from the … menu in the segment overview.
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Segment Conditions

When building a segment, you can use the following types of conditions:

Customers who did: Identifies customers based on actions they performed.
Customers who have: Identifies customers based on properties attached to their profile.
Customers who are in: Identifies customers who are part of a static segment.

After selecting a condition type, choose the actions or properties you want to apply.

Once you have connected your Gorgias and Recharge accounts to RetentionX, you can segment by support- and subscription-related actions as well.

Filtering a Segment Condition

When building a new segment around the condition Customer who did, you can filter an action to refine the segment definition. To use a filter to add specificity to a segment:

Select the condition Customer who did.
Choose an action.
Click to add a filter.
Choose a property from the dropdown menu that appears.
After specifying the operator, decide the value you'd like to filter on.

Using AND vs OR to Join Conditions

In RetentionX, there are two ways that you can connect conditions within the segment builder. These are AND and OR joiners. To add another condition, click and select either AND or OR:

AND: Using the AND connector between conditions will make a segment more exclusive. When using an AND joiner, somebody must fulfill all the conditions of a segment in order to be included.

In the following example, only customers who have placed an order within the last year AND have an LTV of more than $600 will be considered. If someone has an LTV of more than $600 but has not made a purchase in the last 12 months, they will not be considered.
OR: Using the OR connector between conditions will make a segment more inclusive. When using an OR joiner, somebody only has to meet one of the segments conditions in order to be included.

The following example includes customers who have placed an order within the last 12 months OR customers with an LTV greater than $600. This segment includes anyone who is considered active and anyone who has a high LTV, even if there is no overlap between them.

Using BEFORE and AFTER to Sequence Actions

While AND and OR connect conditions, BEFORE and AFTER let you define the order in which customer actions happened.

For example, if you want to identify customers who bought a full-size product after trying a sample, you can build:

Purchased Sample → BEFORE → Purchased Full-size Product

You can filter both actions independently, for example by using Placed Order twice and applying a different product filter to each.

If an action happened multiple times, RetentionX uses the first qualifying occurrence of each action to determine the sequence.

This is probably enough. I’d also drop the “building longer customer journeys” section unless you feel that combining two BEFORE/AFTER conditions with AND is important enough to explicitly teach.

Activating analytics

Decide whether you'd like to enable the calculation of all reports for the segment. With analytics segments, besides identifying customers who meet specific segment conditions and creating audiences, you can view and compare all RetentionX reports for each segment.

If a segment is not used for 90 days, its analytics are automatically disabled. When needed again, you can easily re-enable the calculation either in the segment settings or directly when applying the segment to a report.

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Not sure which segment to start with? Benefit from our predefined segment suggestions or get inspired by our best practices.

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