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Build and Use Segments in Marketing

Learn how to build, edit, and use customer segments in Flowhub Marketing to target the right customers with personalized campaigns at the right time.

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Written by Rachel Fandos
Updated over a week ago

Flowhub Customer Segments help you target the right customers with the right message. By creating and refining segments, you can use live POS data to market more effectively, strengthen customer relationships, and drive repeat business.

In this article, we’ll guide you through building segments, editing curated ones, and applying best practices for targeted campaigns.

Explore Existing Segments

  1. Navigate to Marketing > Segments.

  2. Review Flowhub’s curated segments such as Frequent Purchasers or Haven't purchased in six months— these include up to 1,000 customers each.

  3. Click into any segment via the Summary button to view its details, including demographics, purchasing behaviors, and corresponding customers.

💡Tip: Use curated segments as a starting point. You can clone and edit them to create versions that fit your specific use cases.

Clone & Edit a Curated Segment

  1. Open the curated segment you’d like to adjust.

  2. Select Clone & Edit.

  3. Update the filters to refine your audience. You can adjust:

    • Maximum customer count (up to 1,000)

    • Timeframes for historical sales look-back

    • Frequency and recency of purchases

    • Customer types you want to target

    • Product affinity filters to target by brand or product category

  4. Click Refresh Segment Count to preview how many customers meet your criteria.

  5. Save your segment when ready.

View Segment Demographic Insights

You can view demographic insights:

  • When viewing the Summary for any saved segment

  • While cloning or creating a segment (via Refresh Segment Count)

These insights help you understand who your audience is and refine your targeting further.

Examples of Useful Segments

  • High spenders — Reward your VIP customers with exclusive deals.

  • Lapsed customers — Bring back customers who haven’t visited in a while.

  • First-time buyers — Encourage repeat visits and build loyalty early.

Best Practices for Targeting

  • Keep it focused: Use filters to narrow your audience so messages feel personal.

  • Leverage demographics: Tailor promotions based on age, location, or purchase patterns.

  • Use product affinity: Highlight products or categories customers have already shown interest in.

  • Experiment & refine: Clone segments, adjust filters, and compare results over time.

Success!

You’ve built targeted customer segments that help you deliver smarter marketing campaigns. With Flowhub’s live POS data, you can reach the right audience, personalize offers, and drive stronger business results.

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