diff --git a/includes/class-newspack-popups-segmentation.php b/includes/class-newspack-popups-segmentation.php
index 06b566e9..4f63cc42 100644
--- a/includes/class-newspack-popups-segmentation.php
+++ b/includes/class-newspack-popups-segmentation.php
@@ -35,6 +35,11 @@ final class Newspack_Popups_Segmentation {
 	 */
 	const SEGMENTS_OPTION_NAME = 'newspack_popups_segments';
 
+	/**
+	 * Name of the option to store default segment IDs.
+	 */
+	const DEFAULT_SEGMENTS_OPTION_NAME = 'newspack_popups_default_segments';
+
 	/**
 	 * Main Newspack Segmentation Plugin Instance.
 	 * Ensures only one instance of Newspack Segmentation Plugin Instance is loaded or can be loaded.
@@ -53,6 +58,7 @@ public static function instance() {
 	 */
 	public function __construct() {
 		add_action( 'init', [ __CLASS__, 'create_database_table' ] );
+		add_action( 'init', [ __CLASS__, 'new_site_setup' ] );
 		add_action( 'wp_footer', [ __CLASS__, 'insert_amp_analytics' ], 20 );
 
 		add_filter( 'newspack_custom_dimensions', [ __CLASS__, 'register_custom_dimensions' ] );
@@ -343,6 +349,17 @@ public static function create_database_table() {
 		}
 	}
 
+	/**
+	 * Create default segments for sites that don't have any existing segments.
+	 */
+	public static function new_site_setup() {
+		$segments         = self::get_segments();
+		$default_segments = self::get_default_segments();
+		if ( empty( $segments ) && empty( $default_segments ) ) {
+			self::create_default_segments();
+		}
+	}
+
 	/**
 	 * Get all configured segments.
 	 *
@@ -386,6 +403,70 @@ function( $segment ) {
 		return $segments;
 	}
 
+	/**
+	 * Get array of default segments by type.
+	 *
+	 * @return array Array of default segments.
+	 */
+	public static function get_default_segments() {
+		return get_option( self::DEFAULT_SEGMENTS_OPTION_NAME, false );
+	}
+
+	/**
+	 * Generate default segments. If they've already been generated, rebuild them with default parameters.
+	 *
+	 * @return array Array of all segments.
+	 */
+	public static function create_default_segments() {
+		$default_segments = get_option( self::DEFAULT_SEGMENTS_OPTION_NAME, [] );
+		$default_options  = [
+			'donors'           => [
+				'name'          => __( 'Donors', 'newspack-popups' ),
+				'configuration' => [
+					'is_donor' => true,
+				],
+			],
+			'frequent_readers' => [
+				'name'          => __( 'Frequent Readers', 'newspack-popups' ),
+				'configuration' => [
+					'min_posts' => 5,
+				],
+			],
+			'subscribers'      => [
+				'name'          => __( 'Newsletter Subscribers', 'newspack-popups' ),
+				'configuration' => [
+					'is_subscribed' => true,
+				],
+			],
+			'everyone_else'    => [
+				'name'          => __( 'Other Readers', 'newspack-popups' ),
+				'configuration' => [
+					'is_not_donor'      => true,
+					'is_not_subscribed' => true,
+				],
+			],
+		];
+
+		foreach ( $default_options as $key => $segment ) {
+			require_once dirname( __FILE__ ) . '/../api/campaigns/class-campaign-data-utils.php';
+
+			// Ensure all config objects contain all option keys.
+			$segment['configuration'] = (array) Campaign_Data_Utils::canonize_segment( $segment['configuration'] );
+
+			// If the segment was already created and still exists, update it. Otherwise, create it.
+			if ( isset( $default_segments[ $key ] ) && self::get_segment( $default_segments[ $key ] ) ) {
+				$segment['id'] = $default_segments[ $key ];
+				self::update_segment( $segment );
+			} else {
+				$segment_id               = self::create_segment( $segment, true );
+				$default_segments[ $key ] = $segment_id;
+			}
+		}
+
+		update_option( self::DEFAULT_SEGMENTS_OPTION_NAME, $default_segments );
+		return self::reindex_segments( self::get_segments() );
+	}
+
 	/**
 	 * Get a single segment by ID.
 	 *
@@ -424,9 +505,10 @@ function( $segment ) {
 	/**
 	 * Create a segment.
 	 *
-	 * @param object $segment A segment.
+	 * @param object  $segment A segment.
+	 * @param boolean $return_id If true, return the created segment ID. Otherwise, return all segments.
 	 */
-	public static function create_segment( $segment ) {
+	public static function create_segment( $segment, $return_id = false ) {
 		$segments              = self::get_segments();
 		$segment['id']         = uniqid();
 		$segment['created_at'] = gmdate( 'Y-m-d' );
@@ -434,6 +516,11 @@ public static function create_segment( $segment ) {
 		$segments[]            = $segment;
 
 		update_option( self::SEGMENTS_OPTION_NAME, $segments );
+
+		if ( $return_id ) {
+			return $segment['id'];
+		}
+
 		return self::get_segments();
 	}