Segmentation & CRM
Audiences that keep themselves up to date
Contacts, consent, custom attributes and behaviour in one place, with segments that re-evaluate as people act rather than as snapshots you have to rebuild.
The problem
A list exported last month is wrong today. Static lists drift, and rebuilding them by hand is the sort of chore that quietly stops happening.
Live, not exported
A segment is a query, evaluated when it's used. Someone who qualifies this morning is in it this morning; someone who churns drops out without anyone remembering to remove them.
Anything you know about a person
Standard fields, custom attributes of your own, list membership, consent state, engagement history and behavioural events all compose in the same query.
Consent is part of the model
Subscription state and deliverability status live on the contact, so an unsubscribe or a hard bounce takes someone out of every audience at once rather than one list at a time.
What this looks like for you
The events worth sending depend on what you sell. Three shapes of business, the events each one tracks, and the segments those events make possible.
The interesting segments in SaaS are about absence — who hasn't invited anyone, who stopped using the thing they signed up for. Those are impossible to maintain by hand and trivial as a live query.
Segments worth defining
Trialling nowStarted Trial, no Cancelled, within 14 daysDrives every trial messageActivatedCompleted Onboarding and used a core featureYour real denominatorAt riskWas weekly-active, silent 21 daysRenewal-awareExpansion readyHit Plan Limit twice, still on a lower tierSales-assist listWhy they hold up
A segment is a query, run when it's used
Someone who activates today leaves 'at risk' today, with nobody maintaining it
Unsubscribes and hard bounces sit on the contact
One opt-out removes them from every segment at once
Attributes, events and list membership in one query
'Pro plan, activated, no support ticket in 60 days' is one segment
What you can build with it
- Audiences that never need rebuilding
- Targeting on your own product data, not just email engagement
- Consent handled once, everywhere
Read the docs
Related
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