Custom segmentation

Hi @davelo,

First of all, thank you so much for the kind words about our presence on the WordPress.org forum, we truly appreciate it. And thank you as well for your patience while our team reviewed your use case in more detail.

Based on what you shared with us, we’d suggest the following approach:

B2B / B2C segmentation

A practical way to distinguish B2B from B2C contacts would indeed be to use the Company Name field from WooCommerce.

You can first check whether this field is being synced to Omnisend as a contact property by either:

• opening a contact’s activity/profile page, or
• checking the available contact properties in segment rules and looking for Company Name (it may appear under custom properties).

If it is available, you can create a segment like:

Company Name → exists

This segment will dynamically include all contacts where the company field is filled in, which can reasonably be treated as your B2B audience.

If you’d like to build an automation for this segment, you can set it up as follows:

• Go to Automations → Create Workflow → Create from Scratch
• Choose a segment-based trigger
• Select your B2B segment
• Optionally enable “Trigger workflow for contacts in the segment” if you’d like current B2B contacts to enter the workflow right away

This ensures the automation runs whenever a contact qualifies as B2B. Depending on your exact goal, there are a few different ways this can be configured.

Important: we recommend reviewing the frequency settings carefully, so contacts don’t re-enter the workflow unnecessarily if the segment logic changes later.

Language segmentation

For language, the most accurate and manageable options would be:

• segmenting based on Country if that property is available from billing or shipping details, or
• collecting language directly through signup forms or the checkout page

You can also use custom properties for this. Once at least one contact has such a property, it becomes available for segmentation and automation triggers in Omnisend.

From there, you could create for example:

• Segment: Language is NL
• Segment: Language is FR

These segments can then be used in several ways:

• for campaign targeting (include or exclude segments)
• as automation triggers
• as conditional splits inside workflows

We’ve shared the general direction that would make the most sense based on your setup. And if anything feels unclear or you run into any challenges while putting this in place, we’ll be very happy to guide you step by step so your segmentation and automations work in a way that truly supports your business needs.