What are Audience Segments?
Audience Segments are groups of your subscribers organized by shared traits or behaviors. Instead of treating everyone the same, you can divide your list into smaller, more relevant groups and send each the right content at the right time.
There are two types of segments you can create:
Static Segments – You upload or manually assign people to this segment. Example: Investors, Influencers, VIP Customers.
Dynamic Segments – The segment updates automatically based on rules you set, like who opened one of your last 10 emails, or who hasn’t clicked in the past 10 emails. Or who has a 'customer' attribute.
What’s the difference between Static and Dynamic Segments?
Static Segments are fixed. Once someone is in, they stay there unless you remove them manually. Perfect when you want to manage groups like “Investors”, “Partners”, or “Beta Testers.”
Dynamic Segments update automatically. A subscriber may enter or leave the segment as their behavior or attributes change. Perfect for “Inactive Subscribers,” “Most Engaged Readers,” or “New Leads.”
How do I set up a Segment?
Go to Audiences in your dashboard.
Click Audiences (top right) and + Create Audience.
Choose the type: Static (upload a list or assign tags) or Dynamic (set conditions based on attributes or email activity).
If Dynamic, define your rules: Received, Opened, Clicked, or based on profile attributes like “Customer = Yes” or “Role = Influencer.”
Save the segment with a descriptive name like “VIP Customers – Last 30 Days.”
What are the most useful Segments to create?
Here are a few popular examples:
Attribute-Based Segments (Static or Attribute Rules):
Investors vs. Influencers vs. Customers vs. Leads – So you can tailor communication to each group.
Location-Based Segments – e.g. “Canada Customers” vs “US Customers.”
Customer Type – e.g. “Enterprise” vs “Small Business.”
Behavior-Based Segments (Dynamic):
Inactive Subscribers – Haven’t opened in the last 10 emails. Use for re-engagement or suppression.
Most Active Subscribers – Opened/clicked in the last 3 emails. Great for VIP offers.
Customers vs Leads – Perfect for managing separate email automations tailored to each segment.
Can I use Segments in automations?
Yes. Segments become powerful when paired with automations:
Re-engagement Campaigns → Trigger when someone falls into the “Inactive” segment.
VIP Treatment → Automatically send special campaigns to “Most Engaged” subscribers.
Personalized Journeys → Put “Customers” into a product update series, while “Leads” go into a nurturing sequence.
Exclusions → Exclude inactive or irrelevant segments from all sends to boost deliverability.