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Before you send a campaign, you need to know who it is going to. Tags and segments are the two ways to group your contacts in Migma. They work differently, and knowing when to use each one makes targeting a lot easier.

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Tags

A tag is a label you put on a contact. You add them manually and they are great for grouping people by something specific like a plan they are on, an event they attended, or a list they signed up from. To add a tag to a contact:
  1. Go to Audience in the left sidebar
  2. Click on Tags in the navbar
  3. Click on Create Tag and give a Tag Name
You can add as many tags as you want to a single contact. When you send a campaign, you can target everyone with a specific tag. Audience Create Tag
Keep tag names short and consistent. “vip” and “VIP Customer” are treated as different tags, so it is worth picking a format and sticking to it.

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Segments

A segment is a smart group that updates automatically based on rules you set. Instead of manually tagging people, you define a filter and Migma keeps the segment up to date as contacts change. For example: everyone who signed up in the last 30 days, or everyone tagged as a VIP who has not opened an email in 60 days. To create a segment:
  1. Go to Audience in the left sidebar
  2. Click the Segments tab
  3. Hit Create Segment
  4. Give it a name
  5. Set your filters or leave it open to include everyone
  6. Click Create Segment
Audience Create Segment
Just getting started? Create one segment that includes all your contacts. You can get more specific once you have a few campaigns under your belt.

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Segment filter types

A segment can combine any of these filters. They behave the same whether you build the segment in the dashboard or through the API, where they live on the segment’s filters object.
FilterWhat it matches
TagsContacts that have any of the chosen tags
Exclude tagsContacts that do not have the chosen tags, so you can carve out groups like everyone in a region except staff
StatusSubscription state: subscribed, unsubscribed, non-subscribed, or bounced
Email validationWhether the address checked out as valid, invalid, risky, or unknown
Custom fieldsAny custom field you store, such as plan or source, matched against the values you choose
Contact fieldsBuilt-in attributes like country, language, phone, name, or inbox provider, matched with “is” or “is not”
EngagementWhether a contact received, opened, or clicked within a time window. See Engagement Segments
Stack as many filters as you need. A contact has to satisfy all of them to land in the segment, so each filter you add narrows the group.

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Tags vs segments

Not sure which one to use? Here is a simple way to think about it.
TagsSegments
Updated byYou, manuallyMigma, automatically
Best forFixed groups that do not change muchDynamic groups based on behavior or data
Example”beta-user”, “event-attendee”Everyone who signed up this month
Use in campaignsYesYes
In practice, most people use both. Tags for fixed labels, segments for everything that changes over time.

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What do you want to do next?

Add contacts

Add contacts one by one or import a CSV list.

Send a campaign

Use your tags and segments to send to the right people.

Preference center

Let contacts choose what they hear from you.

Track results

See how your campaigns perform after sending.