Segments let you group subscribers so you can send emails and SMS campaigns to specific audiences. Segmenting helps you deliver customized content to people who are most likely to engage with your messages.
Why segmenting is important?
Segmenting your contacts is essential for creating effective, personalized marketing. By grouping your contacts based on shared traits—like purchase history, engagement level, location, or interests—you can deliver messages that feel relevant rather than generic. This leads to higher open and click rates, stronger customer relationships, and better conversion results. Segmentation also helps protect deliverability by ensuring you’re only sending to engaged, interested contacts. In short, it’s the key to sending smarter, not just more!
Ways to create a segment
You can create a segment in three different ways:
From the Segments page in the left-hand navigation
By applying filters in the contact list
By entering a segment name when importing a new CSV
Types of segments
When creating a new segment, you can choose between two types:
Static segments | Live segments |
Capture all contacts who match your filters at the time the segment is created
Contacts can be manually added or removed later
Segments created through CSV imports default to static | Capture all contacts who match your filters now and in the future
Continuously update as contacts enter or exit the filters you set
Can combine both live and static segments — for example, a live segment of new signups from your website plus a static segment of CSV imports |
Need more info on navigating your segments page? Check out this help article.
Affinity segments
New in Hive, you’ll see the option to use affinity segments. This lets AI do the heavy lifting—automatically grouping contacts based on past purchase behaviour. The more ticketing data in your Hive account, the richer and more rich and accurate these segments become, helping you target fans by what they actually attend and love.
Want to dive deeper? Check out this article on affinity segments.