Send each message to the right audience.
Build audience groups that update with customer activity, permission, and purchases. Before a send, Moosewave shows who is included, who is left out, and why.
Resolve the right audience
- Customer records matchedOrders, profiles, and contact addressesMatched
- Permission checkedPurpose and current channel choiceCurrent
- Send frequency checkedRecent messages and exclusionsProtected
- Audience savedThe named audience is ready to use24,810
SavedAudience definition ready
The count, exclusions, permission state, and change since yesterday are visible.
- Details
- Visible
- Checks
- Ready
- Action
- Waiting
The basics
What is audience segmentation?
Audience segmentation groups people by shared data, such as recent activity, purchases, or preferences. It helps you send a relevant message while excluding people who should not receive it.
A static list is a saved group. A dynamic segment is a saved rule that adds or removes people as their data changes.
Example / who can receive
Consent and do-not-send rules come before audience filters.
Audience filters find relevant people. They cannot override an unsubscribe, spam complaint, or permanent bounce from an address that cannot receive mail. Those do-not-send rules always win.
Checked in this order
- 01Consent and do-not-send rulesAlways first
- 02Current audience filtersChecked now
- 03Can receive campaignFinal answer
Do-not-send rules
An unsubscribe, complaint, or permanent bounce stops the send.
Audience filters
Behaviour and profile details matter only after the do-not-send checks pass.
This diagram shows which rules are checked first. Any people or counts shown are examples, not real subscriber data.
Make every audience decision visible before you send
Moosewave checks saved audience filters before a send, so the group reflects the latest available customer data.
One shared do-not-send list takes priority over every audience. An unsubscribe, complaint, or permanent delivery failure removes that address from marketing.
- Audience groups that update from behavior, purchases, profile data, and recent activity
- One shared do-not-send list across marketing campaigns and flows
- Imports checked against earlier unsubscribes, complaints, and permanent bounces
- Fields for current values and tags for recorded events
Learn the details
Practical guidance, when you need it.
Open the question that matters to you. The core product workflow is above; these sections explain the underlying concepts and tradeoffs.
Useful segmentsWhich segments actually improve results?
Recent actions often give a clearer reason to send than broad profile data. For example, a recent purchase is more useful than an unverified job title.
Start with people who recently clicked, replied, or purchased. Sending less often to inactive contacts can reduce unwanted mail and improve how mailbox providers view your sending.
- Engaged
- Clicked, replied, or purchased within a recent period. Choose that period to match how often you send.
- Becoming inactive
- Previously active but no longer engaging. Consider one clear re-engagement message, then stop if there is no response.
- New
- Subscribed recently. Give new contacts a useful introduction and set expectations about what you will send.
- Purchasers
- Bought at least once. Purchase date and frequency can help separate recent customers from older ones.
- Never engaged
- Subscribed but has not shown a reliable action. Review the source and permission before sending more.
- Do not send (suppressed)
- Excluded after an unsubscribe, complaint, permanent delivery failure, or another sending rule. This always overrides audience membership.
Do-not-send listWhat is an email suppression list, and why does it matter?
An email suppression list is a do-not-send record. It blocks marketing to people who unsubscribed, complained, or have an address that permanently failed.
Keep these records when importing old data or changing lists. Otherwise, an outdated file can quietly add an unsubscribed contact back into a send.
ConsentHow does segmentation interact with consent?
A segment does not create permission. Someone who requested product updates may not have agreed to unrelated promotions, even if their profile matches the audience.
Rules vary by location and message type. Record what each person requested, then apply their preferences and every required do-not-send rule when you send.
Common questions
How small is too small for a segment?
There is no universal minimum. Use a segment when its message and expected value justify the work. The number of people matters separately when comparing test results.
Should I segment by opens?
Treat opens as a weak measure. Privacy features can load tracking images without a read. Filtered clicks, replies, and purchases are clearer signs of interest.
How long before a subscriber counts as disengaged?
Match the definition to your sending schedule and customer cycle. Review both elapsed time and the number of messages without a reliable action.
Is it better to have one list with segments, or many lists?
A shared contact record with audience filters is often easier to manage. Whatever structure you choose, apply unsubscribes and other do-not-send rules across every marketing send.
Choose who receives each message.
The guided demo uses sample data and does not send anything. It shows where this capability fits in a complete customer journey.