Customer segments, slice your database for marketing and insights

Segments are dynamic groups of customers that match a set of rules. Unlike tags (which are manually applied), segments calculate their members live based on what's actually true about each customer right now.

Two kinds of segments

Standard segments (built in)

Bookinda comes with a handful of pre-built segments that update automatically:

• New clients: registered in the last 30 days
• Recent clients: visited in the last 30 days
• First visit: have a future appointment but no past visits
• Loyal clients: 5+ visits in the last 5 months
• Lapsed clients: 3+ past visits, but none in the last 60 days
• High spenders: top spenders over the last 12 months
• Online bookers: customers who used your online booking page
• Imported clients: customers added via CSV or AI import

You can't edit these, but you can use them as a starting point and copy the logic into your own custom segments.

Custom segments (you create)

Build any segment you want with a rule builder. Available rule types:

Appointments:

• Number of appointments (>, <, =)
• Last visit (within X days)
• No visit for X days
• Booked online (yes/no)

Sales:

• Total spent (>, <)
• Number of sales (>, <, =)

Customer details:

• Date added (within X days)
• Gender
• Source (walk-in, online, phone, referral, etc.)
• Tags (contains, does not contain)
• Has email (yes/no)
• Has phone (yes/no)
• Birthday month

Multiple rules: combined with AND logic, the customer must match every rule to be in the segment.

Creating a custom segment

1. Open Customers → Segments tab
2. Click Create segment
3. Name it (e.g. "VIPs who haven't visited in 90 days")
4. Add rules
5. Watch the live audience counter as you tweak
6. Save

Use case scenarios

Scenario 1: Win-back campaign

Build a segment: "VIP tag + Last visit > 60 days". You probably get 20-50 customers. Send them a personal-feeling email: "We miss you, here's a complimentary glass of bubbly when you book by Friday."

Scenario 2: Birthday club

Segment: "Birthday month = current month + has email + marketing consent = yes". Schedule a monthly automation that sends them a birthday discount. Targeted, evergreen.

Scenario 3: Service-specific upsell

Segment: "Booked highlights in last 6 months + has not booked toner refresh + has email". Send them an email about your toner-refresh add-on. Hyper-relevant, high conversion.

Scenario 4: New customer welcome

Segment: "Date added within last 7 days". Hook a welcome email automation. Every new client gets a "Here's how to get the most out of your visits" message.

Scenario 5: Lost causes (cleanup)

Segment: "0 visits + added > 1 year ago". These are probably never coming. Bulk delete or unsubscribe them to keep your active list clean.

Viewing members

Click any segment card to see who's in it. The list shows name, email, phone, visits, and date added. From there you can bulk-message, bulk-tag, or export to CSV.

The audience counter on the segment card always shows the current number, so you'll see it shrink and grow as customer behaviour changes.

Editing or deleting

Click the menu icon on any custom segment to edit name, rules, color, or delete. Deleting a segment doesn't touch the customers themselves, just removes the grouping.

Tips

• Don't over-segment: 5-10 well-chosen segments beat 50 thin ones. You won't actually use 50.
• Name segments by intent: "VIPs to win back" tells future-you what to do. "Filter X" doesn't.
• Combine with tags: tags are good for manual flags ("Difficult customer", "Allergy"), segments are good for behaviour. Use both.
• Refresh regularly: a segment built 6 months ago might no longer be useful. Audit them quarterly.
• Test before sending mass messages: open the segment, scroll the list, make sure the people in it are who you expect.