A subset of your customer list defined by behaviour, demographics, or engagement — used to send the right message to the right audience.
Definition
A segment is a saved query that returns a dynamic subset of customers — for example, 'VIPs' (top 10% spenders), 'Lapsed' (no purchase in 90 days), 'High-intent browsers' (viewed product page 3+ times in 30 days), or 'First-time buyers' (placed exactly 1 order).
Segments are dynamic: as customer behaviour changes, the segment membership updates automatically. A customer who lapses falls into the Lapsed segment; once they purchase again, they leave it. Strong email programmes are built segment-first: every campaign and flow is targeted to a specific segment, not blasted to the entire list.
Examples
How Wizel handles it
Wizel writes a different campaign for every segment, automatically. VIPs get exclusive early access; lapsed buyers get a personalised win-back; first-time browsers get social proof. One blast email is the lowest-leverage version of email marketing — Wizel makes segment-aware the default.
Related terms
Klaviyo flow
An automated email sequence in Klaviyo triggered by customer behaviour — abandoned cart, post-purchase, win-back, etc.
Win-back email
A re-engagement email or sequence sent to customers who haven't purchased in a defined period.
Abandoned cart email
An automated email triggered when a shopper adds an item to their cart but doesn't complete checkout — the highest-converting flow in ecommerce.
Last updated 2026-04-30
Back to glossary →