Yes. If your email platform is connected to your CRM or sales data, you can often segment campaigns based on previous deal interactions. The exact options depend on the tools you're using, but common segmentation criteria include:
- Whether a contact has ever had a deal.
- Current deal stage (e.g., lead, qualified, proposal sent, negotiation).
- Deal outcome (won, lost, abandoned).
- Number of previous deals.
- Time since the last deal was created or closed.
- Total deal value or lifetime revenue.
- Assigned sales representative or account owner.
- Products or services associated with previous deals.
- Recent sales activities, such as calls, meetings, or notes (if synchronized).
These segments can support campaigns such as:
- Re-engaging contacts whose deals were lost several months ago.
- Upselling customers after a successful purchase.
- Following up with contacts who received a proposal but haven't responded.
- Sending different messaging to first-time buyers versus repeat customers.
- Excluding contacts who are currently in active sales negotiations from marketing promotions.
If your email platform supports dynamic or "smart" lists, these segments can update automatically as deal records change.
If you tell me which CRM and email marketing platform you're using (for example, HubSpot, Salesforce with Marketing Cloud, Mailchimp, Klaviyo, ActiveCampaign, or another combination), I can explain exactly which deal-history segmentation options are available and how to set them up.