Why it matters
Segments allow you to build dynamic audiences that update automatically as contact data changes. They are essential for targeted messaging, real-time automation, and ongoing campaigns that rely on accurate, up-to-date criteria.
Key Concepts
Segments: Dynamic groups of contacts built from filter rules. As contacts gain or lose tags, change fields, or update object data, they automatically enter or exit the segment.
Dynamic Criteria: Rules based on contact fields, tags, or custom object data. Segments always stay current without manual updates.
Segment Actions: Optional automated rules that add matching contacts to a sequence at a set time.
Upload Tag vs Segment: Lists (created through uploads) are static, while segments are dynamic. Lists do not update automatically.
Objects in Segments: Object fields can be used to include or exclude contacts, even when the object connects indirectly through external IDs or related records.
Step-by-Step: Working With Segments
Go to Data and select Segments.
View all existing segments in the list, including who created and last updated them.
Click a segment to open it.
Use the three dots in the top right to rename, download a CSV, add filters, create a contacts list, or delete the segment.
To edit segment criteria, click Edit Segment Action.
Adjust the schedule (Every day at) and select a time and time zone.
Choose the sequence to add matching contacts to.
Select a fallback channel for contacts without a default channel.
Save your changes.
Tips and Best Practices
Use segments for audiences that change over time, such as “VIP customers” or “Contacts with active orders.”
Build segments using tags for flexible grouping and quick adjustments.
Combine contact fields and object data to create highly targeted segments.
Review segment membership periodically to confirm accuracy.
Keep segment names short and descriptive.
Troubleshooting
Issue | Possible Cause | Fix |
Contacts missing from a segment | Contact data does not meet the filter rules | Review filters and confirm the contact’s fields, tags, or object values |
Segment not triggering a sequence | No segment action configured | Open Edit Segment Action and assign a sequence |
CSV export missing expected contacts | Filtered view applied | Clear filters or export the full segment |
Segment updates slower than expected | Large datasets or complex rules | Allow time for recalculation and verify filter complexity |