It's easy to push your Glew customer segments into your email or marketing automation platform and use them as lists for greater targeting and personalization. The process will vary slightly depending on which platform you have integrated (we currently have segment pushes enabled for MailChimp and Klaviyo).

First, make sure you have an email or marketing automation platform integrated in Glew (you can confirm this, or connect a platform, in your Store Settings). To get a segment to automatically push to your email or marketing platform, go into a segment under the email campaign tab and toggle on the "Automatically push this segment” button. Lists are updated nightly, so please allow for 24 hours after you enable a segment push. Remember that customers can be added and removed from multiple lists.

Since any data stored in Glew is pulled from other platforms, in order to delete data from Glew, you will need to first delete it from the source platform - in this case, your ecommerce cart.

To remove a customer record from Glew, first, delete the customer from your ecommerce platform. Their customer record will be removed from Glew on the next hourly data sync, and no new data will be added for that customer. However, to delete all of a customer's historical purchase data, you will need to do a complete resync of your data - please reach out to our team at support@glew.io to kick off a resync.

We calculate active, at-risk and lost customers based on Lapse Point, a Diamond Metric calculated in Glew that refers to the number of days that can pass before a customer is likely to never make a purchase again. Each business has a different lapse point depending on their products and expected customer behavior. For example, a cosmetics brand would have a significantly shorter lapse point than a company that sells high-end speakers.

Active: Customers who actively purchase on your site and are well within your store’s Lapse Point.

At-risk: Customers who are within 20% of your Lapse Point and are at risk of not buying from your store again. For example, if your lapse point is 100 days, everyone at 80+ days since their last purchase would be At Risk.

Lost: Customers who have surpassed the Lapse Point since they last bought from your store. For example, if your Lapse Point is 100 days, everyone who hasn’t purchased in 100+ days would be considered Lost.

You can find more information about your store’s Lapse Point in Glew under Customers > Future Value page.

Glew defines new customers as those who made their first purchase during the timeframe selected in the date picker. They may have made multiple purchases or just one, but their initial purchase must have been in the timeframe selected.

The repeat customer calculation is based on customers who made a repeat purchase in the timeframe selected in the date picker, but whose first purchase did not happen in that timeframe. Their first purchase must have been made prior to the timeframe selected.

A customer can only be counted as a new or a repeat customer during a given timeframe - not both. Even if a customer has made multiple purchases during a selected period, if they made their first purchase during that period, they will be counted as a new customer, not a repeat customer.

Glew also has the ability to tie initial purchases to later purchases, even when the customer account was created at a later purchase. For example, if a customer places an order but does not create an account at the time, and then comes back later to make a purchase and does create an account, Glew will tie those purchases together and consider that customer a repeat customer, depending on the timeframe selected.

Glew tracks customer acquisition cost by taking into spend from paid advertising channels you have connected, including Facebook and Google Ads. You'll find customer acquisition cost data in the Lifetime Profitability by Channel table, which is located at Customers > Lifetime Value > LTV Profitability by Channel.

If you enable Glew's automatic segment sync to push your customer segments to Mailchimp or Klaviyo, you may see that the number of customers in a segment in Glew is different than the number that ultimately gets pushed to your email platform. This is normal, and can happen for a number of reasons:

• Our automated segment sync follows the email opt-in/unsubscribe rules of your email platform and ecommerce cart. Depending on which email platform and cart you use, we may not push customers who have not opted into receiving marketing emails or customers who have unsubscribed from your emails when you sync a segment. This would lead you to see a higher number of customers in the segment in Glew.
• When you sync a segment for the first time in Glew, we push all customers who are in that segment for the last 365 days to your email platform (unless it is a date-based segment, like Three Months Since Last Purchase). Subsequent nightly syncs will update the segment for any customers who have been added or removed. However, if you are looking at a shorter date range than the past 365 days in Glew, you may see a much larger number of customers in the segment in your email platform. This would lead you to see a lower number of customers in the segment in Glew.

It’s easy to build custom segments from your customers and products in Glew, and you can create them in a few different places.

Customers: You can create custom customer segments at Customers > Segments (click “Create Segment), and on your customer table (just filter the table and click “Save as segment”).

Products: You can filter products at Products > Product List (similarly, just filter the table and click “Save as segment”).

Many of the other tables in Glew, including Inventory and Orders, are also available for segmentation. Remember that you can export customer segments directly to your email or marketing automation platform as lists.

Glew currently integrates with Mailchimp, Dotmailer, Klaviyo and Bronto. Other platforms, including Listrak and Emma, are coming soon.

Enabling segment sync will push all customers in that segment for the last 365 days to your default list in Mailchimp or Klaviyo at 12:00 AM UTC (for all segments other than date-based segments, like Three Months Since Last Purchase, which will follow their own date ranges). After that, any new or updated contacts in each segment you sync will be added or removed daily at 12:oo AM UTC.

Glew does follow the email opt-in/unsubscribe rules of your email platform and ecommerce cart. Depending on which email platform and cart you use, we may not push customers who have not opted into receiving marketing emails or customers who have unsubscribed from your emails when you sync a segment. (For example, if you use Shopify, we will only push customers who have an "accepts marketing" flag). Keep in mind that this may cause you to see different numbers in your segments in Glew than are ultimately pushed to your list in Mailchimp or Klaviyo.