Getting started with labels

Bring your own contact structure into Engage and organize contacts based on data only you know about them.

Saved segments in Engage are updated automatically as contacts meet the right criteria. Labels, however, are like static segments that you yourself set up and update as you wish. Learn how to create and use them to best target your marketing to the right contacts.

About labels

Labels can be put on your contacts to categorize them based on the information you have. If you've worked with another CRM tool before you might be familiar with this type of organization.

How to use labels

Labeling contacts is a great way to send certain messages directly to a certain type of contact or to use as a base that can then be segmented down even further. You can also use them to include or exclude contacts in Automations.

The best part is that labels are completely customizable and can be added to anyone without them having to meet certain criteria. For example, "VIP members" might be based on the customers who purchase the highest amounts, but it could also include a few brand ambassadors who can be added by using a label.

A label might be comprehensive to include anyone who has shopped on sale, for example, or be very targeted to include only a few key contacts. Either way, labels give you the flexibility to optimally target your contacts in Engage.

Create and add labels

It's very easy to create labels in Engage and there are several ways you can do it too. Add labels individually from a contact card, to a segment from the filtering tool, or with an activity in your automations. You can also import contacts and set a label to your entire import or add a label to a single contact in your file—it's up to you.

The best way to decide which way to go about it is to base it on the number of contacts you're working with. If you are only adding a few people, it might be easiest to go into each individual contact and add the label from there. Otherwise, we recommend using segmentation where you can add labels in bulk. If you need to add a label to brand new contacts, consider importing a label.

View or filter by label

You can view all labels that are assigned to a specific contact on their contact card and use the filtering tool to find all contacts that have been assigned with a specific label (or multiple labels).

Manage labels

The Targeting menu includes a label page where you can manage all your labels in one place. You can create or delete labels, change their colors or names, and share them with other administrators in your organization by ticking the Global checkbox. Local administrators don't have permission to delete labels if they are created by a global administrator.

You can also choose to show your labels in Engage POS Accelerator if they are relevant for your staff to see at the checkout.


It can sometimes be hard to decide how to make such a flexible feature work for you. Here are some examples of labels you might create, depending on the type of business you have:

  • "Onboarding"
  • "Shops on sale"
  • "Staff"
  • "Event attendee"
  • "Manual import"
  • "Low NPS score needs action"
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