📣 How to Pair Customer Segments with Passholder Messaging
To send targeted messages to your passholders, you’ll need to pair each message with one or more customer segments. Here's how it works:
Create a Segment
Define the audience you want to reach by setting specific criteria, such as check-in status, pass purchase date, or prize eligibility.Select the Segment When Creating a Message
When drafting your message, choose from the segment(s) you’ve created. This tells the system who should receive the communication.Segments Update Automatically
Segments are recalculated each time a message is sent. This means you can:Schedule recurring messages, and
Always reach users who match the criteria at that moment in their pass journey.
This dynamic pairing helps you stay relevant and timely with your messaging throughout the life of a pass. This guide explores creating some default segments and pairing them with recurring messaging.
📚 Learn How to Make Your Own Messaging and Customer Segments:
Customer Segments to Start With & Messages to Pair Them With
Segment Name | Goal | Message Use Cases |
Group all Passholders of a specific pass. | Reminders, new prize or offering additions, cross-promote other passes and events, general updates. | |
Group users that recently signed up for your experience(s). | Welcome messages, onboarding tips. | |
Engage users whose passes are set to expire soon. | Boost final engagement, send an expiration reminder, gather feedback & insights. | |
Group participants that signed up for your pass, but have no check-ins or redemptions. | Reinforce pass value, nudge participation with exclusive offers, "you're almost there" | |
Filter the users that engage the most with your experiences. | Recognize and reward loyalty, cross-sell or upsell opportunities, gather in-depth feedback. |
🎖️ Pass Participants
Goal: Group all passholders that sign up for a particular pass. Great for having a centralized list for any future messages you plan.
How to Set Up the Segment:
Choose: At Least One
Condition: Item Purchase
Purchased Item: [Your Pass Here]
Channel: -Select One-
When: Anytime
Item Status: All
Result: This segment accumulates anyone that signed up for your selected pass, regardless if their pass is expired or not. This is a great segment to send messages to about new offerings or prizes added to their pass, or you can send a message to these users when you're creating a new pass they may be interested in!
Example Message to Pair With:
Message Name: New Additions Coming to Your Pass!
Send Method: [Any]
Message Content:
Hi {{customerFirstName}},
We’ve got exciting news! New locations and exclusive offers have just been added to your pass. If you're looking to explore more spots, unlock special deals, or try something new, we've got you covered!
Keep an eye out in your pass for the latest updates, you won’t want to miss what’s new!
Happy exploring,
[Your Organization Name]
Scheduling:
Send Frequency: One Time
Send Date: [Any]
Send Time: [Any]
✍️ New Signups
Goal: Easily identify and message users who recently signed up for your pass. Great for welcome emails and onboarding tips.
How to Set Up the Segment:
Choose: At Least One
Condition: Item Purchase
Purchased Item: [Your Pass Here]
Channel: -Select One-
When: Days Since Purchase
Exactly: 2 days
Item Status: Active
Result: This segment will group anyone that has signed up for your pass exactly 2 days ago. We're going to pair this segment with a recurring message that always reaches users who match this criteria at this moment in their pass journey.
Example Message to Pair With:
Message Name: 2-Day Welcome Post
Send Method: Text Message
Message Content:
Don’t miss out! Your [Pass Name Here] experience gets better over time with new perks and locations. Make your first check-in today!
Access Your Pass:{{dashboardUrl}}
Opt-out here:
{{unsubscribeLink}}
Scheduling:
Send Frequency: Multiple Times
Send Date: [Any]
Send Time: [Any]
Number of Resends: 90
Resend Every: 1 Day
Once Per Customer: Yes
💡 Tip: Pair this segment with "No Redemptions Yet" to message users that signed up recently, but haven't checked-in yet!
⏰ Expires Soon
Goal: Engage users whose passes are set to expire within the next 30 days.
How to Set Up the Segment:
Choose: At Least One
Condition: Item Expiration
Purchased Item: [Your Pass Here]
Time Until Expiration: Less Than 30
Result: This segment filters users with 30 days or less remaining on their pass.
💡 Tip: You can create a daily message that sends to users that meet this condition.
Example Message to Pair With:
Message Name: Expiration Reminder
Send Method: Email
Subject: Your pass is almost up, but there's still time to explore!
Header Text: -none-
Message Content:
Hi {{customerFirstName}},
Just a quick reminder, your [Pass Name] expires in 30 days! There’s still time to check in at new spots, earn rewards, and make the most of your adventure.
View your pass: {{dashboardUrl}}
New offerings are added regularly, so it’s a great time to see what’s new.
Enjoy every moment,
The [Organization Name] Team
Scheduling:
Send Frequency: Multiple Times
Send Date: [Any]
Send Time: [Any]
Number of Resends: 180
Resend Every: 1 Day
Once Per Customer: Yes
Result: This message sends a reminder to passholders when they have 30 days remaining on their pass.
💤 No Redemptions Yet
Goal: Re-engage users who signed up but haven’t used their pass. Encourages first-time use and prevents drop-off.
How to Set Up the Segment:
Choose: At Least One
Condition: Total Pass Redemptions
Pass: [Your Pass Here]
Pass Status: Active
Number of Redemptions: Exactly 0
Result: This segment groups anyone with an active pass that has not been used.
Example Message to Pair With:
Message Name: Start Checking-In!
Send Method: Text Message
Message Content:
Let’s get going! Make your first check-in on [Your Pass Name] and you’re on your way to earning awesome prizes. It’s easy to get started, just visit a participating location and tap “Check In” on your pass!
Start Exploring:
{{dashboardUrl}}Opt-out here:
{{unsubscribeLink}}
Scheduling:
Send Frequency: Multiple Times
Send Date: [Any]
Send Time: [Any]
Number of Resends: 180
Resend Every: 1 Day
Once Per Customer: Yes
🦸 Super Users
Goal: Identify users who are most engaged by both points earned and claiming prizes.
How to Set Up the Segment:
Choose: Meets All
Condition 1: Total Pass Points
Pass: [Your Pass Here]
Points Earned: Greater Than [Point Value]
💡 Tip: Set the Point Value to the amount of your lowest priced prize.
Condition 2: Item Purchase
Purchased Item: [Your Prize Here]
Channel: -Select One-
When: Anytime
Item Status: All
Result: This segment filters users that have earned points from at least 5 vouchers or check-ins and has claimed a prize.
Example Message to Pair With:
Message Name: Top Explorer Survey
Send Method: Email
Subject: Thanks for being a top explorer! We’d love your feedback
Header Text: -none-
Message Content:
Hi {{customerFirstName}},
You’ve been one of our most active [Pass Name] users and we can’t thank you enough for exploring and redeeming like a pro!We’d love to hear about your experience. Could you take 2 minutes to share your thoughts in a quick survey?
Take the Survey: ([Survey Link])
Your feedback helps us make the pass even better for future adventurers like you.
Thanks again,
The [Organization Name] Team
Scheduling:
Send Frequency: Multiple Times
Send Date: [Any]
Send Time: [Any]
Number of Resends: 180
Resend Every: 1 Day
Once Per Customer: Yes
Result: This message gathers valuable feedback from highly engaged users to improve the pass experience and strengthen their connection with the brand.