Setting Up Audience Segments in Bitrix24 CRM Marketing
A segment is a selection of contacts, leads, or customers based on defined conditions. Without segmentation, everyone gets the same email: those who bought yesterday and those who haven't bought in three years. With segmentation, each group gets a relevant message.
Where segments are created
Section: CRM → CRM Marketing → Segments → Create Segment.
A segment in Bitrix24 is a saved filter based on CRM data. It can be static (list is fixed at creation time) or dynamic (recalculated with each use).
For email mailings and funnels, always use dynamic segments — they reflect the current state of the database.
Segment data sources
| Source | What's filtered |
|---|---|
| CRM Contacts | Contact fields, tags, source, creation date |
| CRM Companies | Industry, size, region |
| Deals | Funnel, stage, amount, last deal date |
| Leads | Status, source, date |
| Orders (e-commerce) | Amount, status, date, products in order |
| Website visits | Pages, activity period |
A segment can combine conditions from different sources via AND/OR.
Segment examples
Active buyers (purchased within last 60 days):
- Type: Contacts.
- Condition: has deal with status "Successfully closed" and closure date < 60 days ago.
VIP clients (purchase amount > 100,000 RUB):
- Type: Contacts.
- Condition: sum of all successful deals > 100,000.
Inactive (haven't purchased in a while):
- Type: Contacts.
- Condition: last successful deal > 180 days ago, no active deals.
Potential (have open deals in "Negotiation" stage):
- Type: Contacts.
- Condition: has deal in "Sales" funnel, stage "Negotiation", assigned to specific department.
By geography:
- Type: Contacts.
- Condition: "City" field = "Moscow" OR "Saint Petersburg".
Excluding conditions
A segment can be built in reverse: exclude a subset from a base condition.
Example: "All customers" minus "Already received mailing X" minus "Unsubscribed". This prevents communication duplication and respects opt-outs.
Condition operators
| Operator | Usage |
|---|---|
| Equals / Not equals | Exact value match |
| Contains | Substring search in text |
| Greater / Less | Numbers, amounts, dates |
| Filled / Not filled | Check for value presence |
| In list | Multiple field values |
| Changed in N days | Dynamic time filters |
Connection to mailings and funnels
Created segment is used in:
- One-time mailings — select segment as recipients.
- Email funnels — segment as funnel input audience.
- Advertising audiences — integration with VK and Yandex via CRM marketing for retargeting.
For advertising audiences, segment is exported to ad platform: contacts from CRM segment become audience for targeting in VKontakte or Yandex.Audiences.
Segment updates
Dynamic segment recalculates with each mailing — new contacts matching conditions automatically enter it. Static segment doesn't change — it fixes the list at creation time.
Recommendation: use dynamic for regular mailings, static for one-time promotions with controlled list.
Creation of 5-7 working segments with logic description — 4-6 hours.