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A tag is a label on the contact file. It is not a topic (consent) or a segment (filter). Tags mark; segments combine tags with other rules.

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What is a tag?

A reusable label in the workspace, e.g. Lead, VIP, Customer, Black Friday. Create it once and apply it to as many contacts as you need. Analogy: a colored sticker on the customer folder. The tag does not change who the person is — it helps you find and group later.

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Tag × topic × segment

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When to use?

Great for classifying leads, marking active customers, tracking source (Website, Store), or internal status (Awaiting reply). For legal marketing opt-in per theme, use topics.

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How it works in practice

  1. Audience → Tags → New, pick a short clear name (VIP, Lead)
  2. On the contact file or during import, attach one or more tags
  3. Build a segment with a type: tag rule to filter who has that label
  4. Use the segment as the audience of a campaign
A tag does not block sending on its own. A contact tagged VIP still must pass marketing rules and suppressions at send time.

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Tags in segments

Example: VIP contacts who accept marketing:
Combine with property, contactField, or topic — see Segments in the audience.

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In the API

Scopes tags:read, tags:create, tags:update, tags:delete. Routes in the Tags group of the API reference. On the contact, send tagIds on create/patch or use workspace tag routes.

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Common mistakes

  • Confusing tag with topic — tag is an internal label; topic is consent per subject
  • Expecting a tag to replace suppression — do-not-contact identities stay on the suppressions list
  • tagId from another workspace in a segment → validation error

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Next steps