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Segmentation

Segmentation lets you show different content to different audiences inside the same email. In Better Email, segmentation is handled at the module level and exported in the correct syntax for your integration.

How segmentation works​

The workflow has three parts:

  1. define recipient fields
  2. create segments
  3. apply segments to modules in the Email Editor

This makes segmentation reusable. You define the logic once, then apply it across campaigns.

Recipient fields​

Before you can build segments, Better Email needs to know which subscriber fields are available for the integration.

These fields can be:

  • added manually
  • synced from an integration

Common examples include:

  • country
  • language
  • loyalty tier
  • lifecycle stage
  • customer type

Segment types​

Segments can be defined in two ways:

  • Simple rules for a visual rule-builder workflow
  • Custom rules for advanced ESP-specific logic

Simple rules are a good default when the audience logic is straightforward. Custom rules are useful when your integration or business logic needs more control.

Applying segments in the Email Editor​

Segmentation is applied per module. Once a module has segmentation enabled, it can contain:

  • one or more audience-specific variants
  • an Everybody else fallback for recipients who do not match a defined segment

This lets one email contain targeted content without building entirely separate campaigns.

TODO: Add a screenshot of the Segmentation panel on a selected module with multiple variants visible.

Previewing segments​

Segment preview is important because the layout can change when different variants are active. Always preview the major audience cases before export.

TODO: Add a short video showing a module being converted into segmented variants and previewed for different audiences.

Best practices​

  • Keep segment names clear and business-readable.
  • Prefer shared segment definitions over rebuilding the same logic in every email.
  • Add a meaningful fallback variant.
  • Keep the number of variants manageable. Too many variants make QA much harder.