Stop emailing everyone the same message. Build a few high-value segments from your synced Shopify data and watch engagement and revenue per send climb.
Quick check You need a connected Shopify store actively syncing to Brevo through Tajo. Confirm in Tajo > Sync Status that customers and orders are current before building segments, otherwise conditions will use stale data.
Why Segmentation Matters With Brevo Pricing
Brevo bills per email or message sent, not per stored contact. Sending a relevant offer to a 2,000-person segment costs far less and converts far better than blasting 40,000 contacts. Tight segments protect both budget and sender reputation.
What Tajo Syncs You Can Segment On
Tajo pushes Shopify data into Brevo as contact attributes and events. Common fields:
| Attribute | Example use |
|---|---|
LAST_ORDER_DATE | Find lapsed customers |
TOTAL_ORDERS | Identify repeat buyers |
TOTAL_SPENT | Build a VIP segment |
LAST_PRODUCT_PURCHASED | Cross-sell related items |
STORE_ID / STORE_NAME | Separate audiences in multi-store setups |
| Marketing consent | Respect email and SMS opt-in status |
Step 1: Open the Segment Builder
- In Brevo > Contacts > Segments, click Create a segment.
- Pick the list synced from Shopify by Tajo.
- Add one or more conditions using the attributes above.
Step 2: Build Five Starter Segments
These five cover most stores. Build them once and reuse them.
| Segment | Conditions |
|---|---|
| New subscribers | TOTAL_ORDERS equals 0 and consent is yes |
| First-time buyers | TOTAL_ORDERS equals 1 |
| Repeat customers | TOTAL_ORDERS is 2 or more |
| VIPs | TOTAL_SPENT above your top 10 percent threshold |
| Lapsed | LAST_ORDER_DATE more than 90 days ago |
Step 3: Combine Conditions With AND / OR
- Use AND to narrow (for example, VIP and lapsed = high-value win-back).
- Use OR to widen (for example, bought product A or product B).
Start narrow. A precise 500-person segment usually beats a loose 5,000-person one.
Tip Always add the marketing consent condition to every promotional segment. A contact synced from Shopify is not automatically opted in to marketing just because they ordered.
Step 4: Save Static vs. Dynamic Segments
- Dynamic segment: re-evaluated every time you send, so it always reflects current synced data. Use this for behavior-based audiences.
- Static list: a frozen snapshot. Use this only for one-time exports or fixed groups.
For Shopify-driven marketing, prefer dynamic segments so new orders synced by Tajo automatically move contacts in and out.
Step 5: Put Segments to Work
- Send the VIP segment early access and higher rewards. Pair with your loyalty program.
- Send the Lapsed segment a win-back offer. See win back lapsed customers.
- Exclude recent buyers from prospecting campaigns to avoid promoting something they just bought.
Common Mistakes to Avoid
- Sending to the full list instead of a segment. This hurts deliverability and wastes send volume.
- Forgetting the consent condition.
- Building static segments for behavior that changes daily.
- Over-segmenting until audiences are too small to be statistically useful.
Related Articles
- Email templates and branding
- Improve email deliverability
- Win back lapsed customers
- Set up a loyalty program
Get Help
- Live Chat: available in the Tajo dashboard (bottom right)
- Email Support: [email protected]
- Documentation: docs.tajo.io