Use segments in a better way so we do not get a lot of unused ones

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Posted on by CE-15121502-0

Hello!

We’re a fairly large company that hosts many events and sends targeted invitations using segments and journeys. Currently, we tend to create new segments for almost every sendout.

Ideally, we’d like to standardize our approach, reduce the number of segments, and reuse them more effectively. We’re also considering whether some kind of automated cleanup process for unused segments would make sense.

How are you handling this in your organizations?

Do you reuse segments, and if so, how do you structure them?
Do you have any processes or guidelines to avoid segment sprawl?
Have you implemented any cleanup routines?

I realize this might be more about best practices than the tool itself, but I’d really appreciate hearing how others approach it.

Thanks in advance, and have a great weekend!

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Dynamics 365 Customer Insights - Journeys

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SamikK 94 on at

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Hi,

What worked for us was stopping the one segment per send approach. We keep a small set of reusable base segments (like active customers, event types) and apply filters or journey conditions for each campaign instead of creating new ones every time. Also added a simple naming convention and owner field so it’s clear what’s still in use.

For cleanup, we just do a periodic review and remove unused segments - no full automation, since that can be risky.

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CE-15121502-0 10 on at

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@SamikK Thanks for the quick answer! Awesome that the strategy works for you.

We are currently looking into the base segment approach and creating segments based on those instead. The main problem we encountered with this was that the base segments are unabled to be updated when another segment that uses it is live in a journey. When creating our segments currently, the conditions can be a lot, for example requiring specific job titles, region, account size, account type, user roles on our website, so the base segments would either be very specific, but this would result in a lot of them being needed.

We have thought of doing the filtering inside journeys, but if something goes wrong here, it could result in thousands of people getting a message they were not supposed to.

I do not quite understand what you mean in filters within campaigns. Would you mind explaining?

Have a lovely day, and thanks once again!

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