Step by step guide to creating custom user segments in Intercom

Ever get lost in a sea of users and wonder, “How am I supposed to talk to the right people at the right time?” You’re not alone. If you use Intercom to message customers, you’ve probably heard about segments—but maybe you’re not sure how to set them up, or which filters actually matter. This guide is for anyone who wants to stop blasting emails to everyone and start making their messages count.

Let’s keep it practical: no fluff, no buzzwords, just real steps and honest advice.

Why Segments Matter (and When They Don’t)

Before we get into the weeds, here’s the simple pitch: segments let you group users by things that actually matter to your business—like who’s paid, who’s about to churn, or who’s never logged in. You can use them for targeted emails, proactive support, or just to understand your users better.

But here’s the thing—custom segments are only as useful as the data you have. If you’re missing important user info, you’ll hit a wall fast. And not every business needs 20 different segments. Sometimes, broad buckets work better.

Pro tip: Start with a few key segments and build from there. Don’t let “perfect” get in the way of “useful.”

Step 1: Figure Out What Segments You Actually Need

Don’t just create segments because someone said you should. Think about what you’ll actually do with them. Ask yourself:

  • Who do I want to talk to differently?
  • What behaviors or attributes matter for my product?
  • What data do I already have in Intercom? (You can’t segment on what you don’t track.)

Some common starting points: - New signups (first 7 days) - Active users vs. inactive users - Free vs. paid - Users from a specific country or language - Customers who haven’t completed onboarding

If you have a big team, get everyone on the same page. Marketing, sales, support—they’ll all have different ideas of what’s “important.” Don’t try to please everyone.

Step 2: Check Your Data (Don’t Skip This)

Go to your Intercom workspace and look at a few user profiles. What data points are there? You’ll see things like:

  • Name, email, signup date
  • Custom attributes (like plan type, subscription status)
  • Events (like “logged in,” “invited teammate,” etc.)
  • Tags (manual or automated)

Reality check: If you’re missing a key attribute, segments won’t magically appear. You’ll need to get your developers to send that data, or use tools like Zapier to pipe it in.

Quick test: Try searching for a user by the attribute you want to segment on. If nothing comes up, you’re missing it.

Step 3: Create a New Segment

Here’s where you actually build it:

  1. Head to the “Contacts” section.

  2. In the sidebar, click “Contacts.” You’ll see a list of all users and leads.

  3. Click “Add filter.”

  4. You’ll see a bunch of default filters, and maybe some custom ones.

  5. Set your conditions.

  6. Let’s say you want users who signed up in the last 30 days and haven’t logged in this week:
    • Signed up less than 30 days ago
    • Last seen more than 7 days ago

  7. You can stack multiple filters—just beware of making things so specific you end up with zero people.

  8. Preview your segment.

  9. Intercom will show you in real time how many users match. If it’s zero, double check your logic.

  10. Save as a segment.

  11. Click “Save as segment,” give it a clear name (like “New users - inactive 7d”), and add a description if you want.

Naming tip: Be specific. “Active users (last 30d login)” is better than “Active.”

Step 4: Use Your Segment (Don’t Let It Collect Dust)

Segments are only useful if you actually do something with them. Here are some ways to use them:

  • Targeted messages: Send onboarding tips to new users, win-back emails to churn risks, or special offers to power users.
  • Automations: Trigger bots, workflows, or assignment rules based on segment membership.
  • Reports: Track how different segments convert, churn, or use your product.
  • Manual review: Have support check in with “stuck” users.

What to ignore: Don’t make a segment for every possible scenario. You’ll end up with a list so long, no one remembers what’s what. Keep it tight, prune old segments, and archive anything you don’t use.

Step 5: Update and Maintain Segments

User behavior changes. So should your segments. If you notice a segment isn’t catching the right people, tweak your filters. If you add new data to Intercom, revisit your segments and see if you can improve them.

Best practices:

  • Review segments every few months. Kill or combine ones no one uses.
  • Use clear naming and descriptions—future you (or your teammates) will thank you.
  • Don’t be afraid to delete. If a segment hasn’t been used in six months, it’s probably not critical.

Common Pitfalls (And How to Dodge Them)

1. Using “AND” When You Meant “OR” (and Vice Versa)

It’s easy to get tripped up by logic. If you say: - Plan is Pro AND Plan is Free - No one will ever match that.

Double-check your filters. If you’re not sure, try out both AND and OR to see the difference.

2. Segmenting on Data You Don’t Have

Just because Intercom lets you filter by an attribute doesn’t mean it’s populated for every user. Check a few profiles to make sure the data’s there.

3. Making Segments Too Narrow

If your segment only has one person in it, you might have gone too far. Start broad, then tighten as you learn.

4. Ignoring Time-Based Attributes

“Last seen” and “Signed up” are powerful, but only if you use them thoughtfully. Don’t just segment by “has logged in”—think about when they last did.

Pro Tips for Power Users

  • Stack events and attributes: Combine things like “Used Feature X” AND “Is on Paid Plan” to find your best customers.
  • Use tags for manual grouping: Sometimes, you just need to tag a handful of users. That’s fine—don’t over-automate.
  • Test before you automate: Before setting up a big campaign, preview your segment. Make sure the right people are in it.
  • Document your logic somewhere: A shared doc, a Notion page, whatever—just write down what each segment is for.

When Segments Won’t Fix the Problem

Sometimes, the real issue isn’t your segments—it’s your data, your messaging, or your product. If users aren’t responding to targeted messages, tweaking segments won’t save you. Step back and check: are you asking for data you don’t actually use? Are you overcomplicating the process?

Keep it simple. The goal is to talk to the right people, not to build the world’s fanciest filter logic.

Wrapping Up: Keep It Simple, Iterate As You Go

Creating custom user segments in Intercom isn’t rocket science, but it does take some thought. Start with the segments you know you’ll use. Be honest about your data gaps. Don’t build for edge cases. And review your segments regularly—what worked last quarter might be clutter today.

Most of all, remember: the best segment is the one you actually use. Don’t chase perfection. Just build, test, and improve as you go.