MessageFlow Segments

MessageFlow Segments is an advanced segmentation mechanism that allows for the automatic grouping of contacts based on their attributes, behaviors, and interactions. Unlike static segments, a dynamic segment is based on a set of rules, not a fixed list. This means that the recipient group is rebuilt just before a campaign is sent, ensuring it is always up-to-date.

Important information: The availability of MessageFlow Segments and the use of custom events via the API may depend on your plan. To confirm availability, please contact our support.

Key benefits of dynamic segmentation

• Real-time targeting: React to the latest recipient actions, such as abandoning a cart or interacting with a specific campaign.

• Automation and time savings: Once defined, a segment automatically maintains an up-to-date contact list, eliminating the need for manual imports.

• Deep personalization: Create precise target groups by combining declarative data (e.g., city) with behavioral data (e.g., last website visit).

Data sources for segmentation

The segmentation engine can build rules based on four main types of data:

1. Custom fields (declarative data): All standard and custom attributes assigned to a contact, e.g., Email, FirstName, or custom fields like City or Age.

2. Visits (website activity): Data about interactions with your website where a tracking script (web tracking) has been implemented. Example data includes the URL of a visited page or the number of visits.

3. System events: Events automatically recorded by the EmailLabs platform in response to campaign interactions, e.g., opening a message (MailOpen) or clicking a link (MailClick).

4. Custom events (sent via API): The most flexible option, allowing you to send any events from your systems (CRM, e-commerce) to EmailLabs. This enables segmentation based on actions like product_purchased, webinar_registration, or last_login, along with their detailed attributes.

You can find detailed instructions for creating and configuring segments in the Dynamic Segments (MessageFlow Segments) section.