Build customer segments around a decision.

Give the segment a job

A useful segment changes an action: who receives a relevant message, who needs support or which customers warrant a closer look. A label such as “VIP” is incomplete until you define the rule and the intended treatment.

Use recorded facts and be explicit about dates. “Has not ordered recently” means little without a time window and a definition of which order states count.

Start with three questions

First, who purchased once but has not returned within your chosen period? Second, who has a confirmed order awaiting help? Third, which opted-in customers have purchased from a category relevant to a planned announcement? These are different audiences with different purposes.

Example: a repeat-customer segment uses completed purchases in the last 180 days. Exclude cancelled orders from the count and keep a customer with an active support issue out of an unrelated promotional sequence if that fits your process.

• Specify the date window and timezone.
• Use payment and cancellation states consistently.
• Check messaging eligibility separately from segment membership.
• Preview a few records before acting on the whole group.

Keep saved audiences understandable

Name segments with the important rule, such as “One purchase, no return in 90 days.” Record why the audience exists and review it when the campaign changes.

Torva’s customer and marketing workflows can reduce the distance between finding an audience and acting on it. Verify the actual filters and send eligibility; a saved view alone is not authorization to contact everyone in it.