When creating a segment based on guest checkins, this pulls from the checkins table in our database. If you are using the segment type "no checkins in x duration", guests who have never checked in will not appear in these segments, as they have no data in this table.
Since you would likely market differently to people that have checked in vs. guests that have created an account but have never used loyalty, we have other segments that would include these customers.
The "No Checkins No Redemptions" segment type will specifically look for guests that have loyalty accounts, but have no checkins appearing in that table; this will allow you to target these guests.
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