CRM Segments creates audiences for lifecycle, loyalty, and campaign operations. A stored segment name is not always an executable audience. Use a built-in segment, All active customers, or the supported rule engine when membership must be populated for campaign delivery.
Understand executable segment types
Open Admin → Customers & CRM → Segments and review each segment badge and definition:
- Built-in audience uses a fixed engine key such as dormant, high-value, or birthday.
- Executable custom audience with All active customers adds every active CRM customer during rebuild.
- Rule engine audience evaluates supported numeric conditions joined with AND.
- Custom key (not auto-evaluated) or Stored definition can be saved for naming and campaign binding but is not automatically populated unless an evaluator applies.
The supported rule fields are visit count, loyalty points balance, total spent cents, lifetime points, and days since last seen. An empty rule-engine condition set matches all active customers.
Create and preview an audience
- Enter a unique Segment name under Create or update segment.
- Enable either All active customers or Rule engine audience when the segment must be executable. These choices are mutually exclusive.
- For a rule-engine segment, select Preview audience size (empty = all active) before saving.
- Select Save segment.
- Review its badge, definition summary, and Current members.
For an existing rule-engine audience, use Preview rule count to see the current match count before rebuilding. Preview does not change stored memberships or send a campaign.
Rebuild memberships
Select Rebuild memberships to run the built-in engine and repopulate executable custom audiences. Review the result message for processed customers, executable segments, and membership rows. Then compare Current members with the preview and intended audience.
The Ingestion diagnostics (30d) banner reports events without a linked customer and suspended CRM profiles. Investigate high counts before scaling automation because unlinked activity or suspended profiles can change the usable audience.
Edit or delete a segment
Select Edit to change the name or the all-active behavior, then Save changes. A saved change may require Rebuild memberships before campaigns receive the new membership set.
Built-in segments cannot be deleted from this screen. Deleting a custom segment removes all of its memberships permanently. Before selecting Yes, delete, confirm that no draft, scheduled, active, or paused campaign depends on it.
Troubleshoot an empty campaign audience
Confirm the segment is executable, preview its rule count, rebuild memberships, and check Current members. Then inspect the campaign's consent requirements: outbound campaigns require marketing consent plus the matching email, SMS, or push consent, while in-app campaigns require marketing consent. A populated segment can therefore produce fewer eligible delivery rows.