Manage segment audiences for broadcasts

What you’ll need:

• Admin role in Kommo.

• At least one saved Segment. If you need to create one first, see Segments overview.

• A Pro, Enterprise, or Trial plan for full Segments functionality. On the Advanced plan, Segments are available for broadcasts only.

Keep in mind:

• Segments are dynamic. Leads are automatically added or removed when they start or stop matching the saved conditions.

• Only Admins can access the Segments section.

• Segments are not available on Base and legacy Base plans.

• Changing a shared Segment can affect future broadcasts that reuse the same audience.

Use this article after you already have at least one Segment in Kommo and want to keep your broadcast audience accurate over time. It focuses on day-to-day audience management, not on creating a Segment from scratch. For setup and core Segments behavior, see Segments overview.

When to review a segment

Review your segment before each broadcast if the audience depends on recent lead activity, changing tags, pipeline movement, or new imports. Because segment membership is based on matching conditions, the same saved segment can include different leads at different times.

It is especially useful to review a segment when:

• You imported new leads since the last broadcast.

• Your team changed lead tags, stages, sources, or responsible users.

• The campaign is time-sensitive and should only reach leads at a specific stage.

• A previous broadcast had too many failed, low-quality, or irrelevant recipients.

• You plan to reuse a segment that was originally created for a different campaign.

Check the audience before sending

1. Open the segment you want to use.

2. Review the conditions that define the audience.

3. Check whether the segment still matches the campaign goal.

4. Look for conditions that may be too broad, too narrow, outdated, or tied to old tags.

5. Adjust the segment only if the updated audience should be reused later.

6. If the change is only for one campaign, create a separate campaign-specific segment instead of changing a segment your team already uses regularly.

Tip: Use clear segment names that show the audience and purpose, such as Warm leads — webinar follow-up or Customers — renewal reminder. This helps teammates avoid choosing the wrong audience in a broadcast.

Decide whether to reuse or create a new segment

Before changing an existing segment, decide whether the update should affect future campaigns.

Use segment descriptions for team context

Descriptions help your team understand why a segment exists and when it should be used. Add notes that explain the audience logic, campaign purpose, or any exclusions that matter.

A useful description can include:

• The campaign or workflow the segment supports.

• The main audience rule, such as stage, tag, source, or lead status.

• Whether the segment is reusable or campaign-specific.

• Any exclusions your team should know about.

• The date or reason for the latest major update.

Prepare the segment for a broadcast

Before launching a broadcast, confirm that the segment matches both the campaign goal and the selected communication channel. For a broader explanation of how broadcasts work, see Broadcasting overview. For step-by-step setup, see Set up and customize broadcasts in Kommo.

1. Check that the segment contains leads that should receive this specific message.

2. Make sure the selected channel is relevant for the leads in the segment.

3. Review whether the campaign should reach all linked contacts or only the main contact.

4. Use a failed-recipient tag if you want to follow up with leads whose message could not be delivered.

5. Save the broadcast as a draft if you need someone else to review the audience before launch.

Note: The number of selected leads can differ from the final number of delivered messages. Some leads may not have the required contact details, may not be reachable through the selected channel, or may share duplicate contact information with another lead.

Refine a segment after a broadcast

After a broadcast is completed, use the results to improve future audience selection. For a detailed explanation of delivery, read, response, and failed-message metrics, see Analyze your broadcasting statistics.

1. Open the completed broadcast statistics.

2. Review failed, delivered, read, and replied message groups.

3. Open the leads behind each result group when you need to understand why they matched the segment.

4. Look for patterns, such as missing phone numbers, outdated tags, inactive leads, or irrelevant stages.

5. Update the segment rules only if those patterns should affect future campaigns.

6. Create a separate follow-up segment for leads who replied, did not respond, or could not be reached.

Examples of usage-focused segments

Best practices

• Keep reusable segments broad enough for recurring campaigns, but specific enough to avoid irrelevant recipients.

• Create campaign-specific segments when a broadcast needs temporary or unusual filters.

• Use naming conventions so your team can quickly understand which segment to choose.

• Review segment conditions before high-volume or time-sensitive broadcasts.

• Use broadcast results to clean up audience rules instead of creating many similar segments without a clear purpose.

• Avoid changing a shared segment right before launch unless everyone using it understands the update.

Troubleshooting