Chapter 3: Audience Segmentation

Chapter 3: Audience Segmentation

To ensure that the user clicks it is imperative that we are able to send him the message that makes sense to him.

How do we manage that? By targeting the message to the exact user for whom the message is meant. Basically, analyze the behavioral and demographic data of all the users and identify the right audience.

In this chapter, we are going to talk about how a marketing automation software should enable you to efficiently achieve this.

This chapters covers following topics

1. Behavioral segmentation:

2. Dynamic segmentation:

1. Behavioral segmentation

What is it?

Behavioral segmentation means creating segments on the basis of actions that users have performed, or not performed, on the web and mobile app or across any engagement channel. Basically, grouping users on the basis of their behavior on your platform, email, sms, web message and everything in between.

Say, segment of users who clicked CTA on the Thank you page or the Welcome email or played demo video and are aged 30+. More in the use-cases below


a. Segment of users who reached checkout page but haven’t transacted for 30 minutes

b. Users whose birthday is in less than 10 days

c. Users who spent less than 30 seconds on the first visit

d. Analyze a certain segment of users over days. Basically, understand how a certain action is being performed by a segment of users over time.

Key questions/considerations

    1. Can we import the list of users from another system?
    2. Can I create a segment on top of data collected from external system say CRM, backend etc.

A system should be agile enough to fetch data from external systems like CRM, Backend, Warehouse etc and build segments on it in real time. Figure out whether the system supports Webhook and API gateways or not.

    1. Do you allow the combination of boolean expressions in segment criteria?

This may look minuscule if you are not a hardcore retention practitioner but in the long run, when you would need to roll out campaigns fast, flexibility in creating rules will be a great catalyst for efficiency.

Supposing A & B as condition check if you could create the following combinations in your campaign rules.

    1. At what interval is the segment refreshed?

Find out what at what interval is the segment dynamically refreshed.

    1. Can we add the date range to the segment?

Having able to add date range is altogether another critical feature which also forms the basis for dynamic segmentation discussed in the next point.

2. Dynamic segmentation

What is it?

A dynamic segment is a behavioral segment based on time.

A group of users who did an action in a common time period, say, users who have done x event in

– last 3 months or
– between last 60 days and 45 days

Having able to add time condition to a behavioral segment has a massive number of use-cases both on the analytics as well as engagement side.

Suppose you want to check if the user has made the purchase after adding to cart or not. If he hasn’t done so for 10 minutes post adding to cart then you would want to prompt him, say popping a notification offering some personalized incentive.

Going forward we would also learn about dynamic content. It eliminates the need to create multiple segments. Instead, you would place the rule in the content itself so that
Again, the question of how compatible is the marketing automation system with other systems in the ecosystem. Instead of defining the segment you would want to import the list from another the right content is dynamically shown to the user.


  1. Create segment of users who have signed-up via display ads between last 1 week and 2 weeks.
  2. Send a message 3 days after the X event.

Key questions/considerations

    1. Do you allow segmenting users on the basis of their last action?
    2. Do you allow segmenting users on the basis of their first action?

This is the exact opposite of the previous case. Here, we want the segment of users whose first event was purchase in the last 30 days.

  • Do you allow segmenting users on the basis of time they did a certain action?


Chapter list



How to Choose Best-in-Class B2C Marketing Automation Software


Chapter 1

Event Tracking & Monitoring


Chapter 2

Analytics (Funnel, Cohort, Event trends)


Chapter 3

Audience Segmentation


Chapter 4



Chapter 5

Campaign Creation and QA


Chapter 6

Testing and Conversion Tracking


Chapter 7

POC and Support


Chapter 8


  • Created: 03 May 2018
  • Last Updated: 12 Jan 2022



Ajit Singh Content Marketer, Webengage

Ajit is a Marketing Manager at WebEngage. He is a power user who writes about marketing automation and everything about the customer engagement sphere. He previosuly worked as a Digital Marketing Executive at

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