Boost your marketing campaign conversion by using the latest insights about your customers. Thanks to its flexible logic and integration of multiple data types, you can precisely implement even complex communication scenarios to remain confident that your messages will reach the right people at the right time.
MessageFlow Segments
Smart segmentation in real-time
BATTLE-TESTED BY OVER 79K DEMANDING BRANDS
What is MessageFlow Segments?
MessageFlow Segments is a tool for dynamically creating audience segments in real-time – even while actively running email, SMS or push campaigns.
This flexible feature is based on data from various sources and rules that you can set at any time. It enables real-time personalization, ensuring that your campaigns always reach the perfectly matched audiences.
Four key data sources, one segmentation tool
Sex, age, location, tags, purchase history.
→ Make use of what you already know about customers.
Browsed pages, products, time spent on-site.
→ React to ongoing user interest.
Clicks, opens, deliveries.
→ Run communication based on actual engagement.
Transactions, customers statuses, CRM/ERP data.
→ REST API – real-time data streaming.
Advantages of dynamic segmentation
- Always fresh data: Segments update automatically at the time of sending. You are assured that the message will only reach recipients who meet the conditions here and now.
- Hyperpersonalization: Create precise groups of recipients based on complex logical rules (“and”, “or”) using MessageFlow’s intuitive panel interface.
- Higher ROI, lower cost: By better tailoring your campaigns to your audience, you eliminate misdirected
campaigns, increasing the effectiveness of your marketing efforts. - Saving time: Automatic segment generation lets you forget about manual list management. There is no need
for coding or complex tech integration. - Advanced campaign scenarios: Real-time segmentation supports activities such as reactivation campaigns or
recovery of abandoned shopping carts.
Key features
- Dynamic target audience lists: Always up-to-date, generated at the time the campaign is sent, with no need for
manual updates. Ready to use in any campaign run from the MessageFlow panel. - Multidimensional segmentation criteria: Build segments based on demographic, behavioral, transactional, and
custom contact attributes, including events from your systems (CRM, POS, mobile apps). - Integration with panel campaigns: Dynamic segments are natively integrated into the campaign builder in the panel. All you need to do is select them as a target group when sending emails, SMS or pushes.
- Using purchase data: Feed the segmentation with purchase data, sent via APIs for example, to build even more accurate customer profiles and drive more relevant communication.
- Real-time content personalization: With dynamic segments, the content adapts to the current status of the
recipient. Personalization takes place exactly when the user meets the conditions.
Using MessageFlow Segments in practice
- Real-time marketing: User keeps reading more articles on a topic – gets a related newsletter.
- Active on mobile: App users who have been active within the last 7 days.
- New subscribers: Onboarding campaign aimed at new contacts.
- VIP Clients: Individuals who spent $1,000+ within the last 3 months.
- Reactivation: No activity for at least 30 days.
- Interested: 2+ visits to a product page within a week.
- Birthday: Segment based on the date of birth – for example, a discount offer.
- Location: Promotion related to the opening of a new store.
- Cross-selling: They bought A but not B – an opportunity to cross-sell.
- Multi-channel activity: Email click + a website visit within 24h.
How to start building campaigns based on segmentach real-time segments?
QUESTIONS
FAQs
Here are some of the most frequently asked questions answered by our experts.
A dynamic segment is not a static list of contacts, but a set of rules and conditions that contacts must meet. Its main benefit is that the recipient list is generated in real-time, at the moment a campaign is sent. Thanks to this, you can be sure that your communication always reaches the right people who meet the criteria here and now, which leads to higher personalisation, better conversion rates, and time savings.
The main difference lies in the freshness of the data. A static list is unchangeable—once contacts are added to it, they remain there until you manually remove them. A dynamic segment is “alive”—the recipient list is rebuilt with every send. If a customer no longer meets the conditions (e.g., they completed a purchase from an abandoned cart), they will be automatically excluded from the next reminder campaign.
The key difference is when and how the recipient list is created. Dynamic segmentation is based on constantly active rules, while static segmentation is a one-time generation of a fixed list of contacts.
- Dynamic segmentation works based on a set of rules, and the recipient list is generated automatically just before the campaign is sent, which guarantees it is always up-to-date.
- Static segmentation is a one-time operation (e.g., merging groups or filtering), which results in a new, fixed list of contacts (a group).
The possibilities are almost limitless. Here are a few popular scenarios:
- VIP Clients: People who have spent over $1,000 in the last 3 months.
- Reactivation: Contacts who have not opened any message in the last 30 days.
- Cross-selling: Customers who bought product A but not product B.
- Abandoned Cart: People who added a product to their cart but did not complete the transaction within the last 2 hours.
- Location: Residents of a specific city to whom you are directing a promotion related to a new physical store.
You can build segments based on four key data sources, which can be freely combined:
- Declarative data: Attributes assigned to a contact’s profile, e.g., name, location, customer status, age, or values in custom fields.
- Website activity: Data about interactions with your website (requires implementing a tracking script), e.g., the URL of a visited product page.
- MessageFlow system events: Automatic responses to interactions with your campaigns, e.g., a mail open or a click on a link in an SMS.
- Custom events (via API): The most advanced option, allowing you to send any events from your systems (CRM, e-commerce, ERP).
Yes, and that is where the great flexibility of this tool lies. You can create advanced scenarios by combining data from various sources within a single segment. This makes your communication even more relevant and contextual.
Example: You can create a segment that includes customers who have clicked a link in an email campaign in the last 24 hours (System Event) AND visited a specific product page (Website Activity).
To enable segmentation based on website behaviour, you just need to implement a special MessageFlow tracking script on your site. Once the script is active, the system automatically collects information about your customers’ interactions, such as visited pages or time spent on the site, which you can then use to create precise rules in your segments.
You do not need to know how to code to create and use dynamic segments—everything is configured in the panel. The role of the API is different: it is used to feed the segmentation with real-time data from your external systems (e.g., your store, CRM). By sending “Custom Events” via the API (e.g., information about a purchase, an abandoned cart, or a change in customer status), you enable the creation of the most advanced and precise communication scenarios.
Creating segments is done in an intuitive wizard and does not require coding. The process consists of a few steps: naming the segment, and then defining groups of conditions based on “and” / “or” logic.
A detailed, step-by-step guide with screenshots can be found in our technical documentation: Creating a new dynamic segment.
This is a key element of campaign planning. In the MessageFlow panel, when creating a campaign, after selecting a specific dynamic segment as the target audience, the system will automatically calculate and display the current number of recipients who meet its criteria. This allows you to verify the correctness of the rules and estimate the campaign’s reach just before launching it.
Yes. Dynamic segments are available across all communication channels currently available in the panel, including email, SMS, and mobile push. This ensures you can deliver consistent, personalised experiences to your audience, regardless of their preferred channel.
Defined dynamic segments are available exclusively as recipient groups for campaigns (email, SMS, and push) created and sent from the MessageFlow panel. It is not possible to retrieve the list of contacts belonging to a dynamic segment via the API for use in external systems.
Yes, the MessageFlow Segments service comes with an additional fee. To use it, you must have at least the Advanced pricing plan.
The pricing for the service itself consists of two parts:
- a fixed monthly subscription fee of 450 €,
- a variable fee that depends on the number of events in the database (e.g., Custom Events sent via the API), which is billed in a CPM model.
Please note that the quoted price does not include the implementation of the website activity tracking module.
For details and a full quote tailored to your needs, please contact our support team.
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If you have any other questions on your mind or would like to figure out which plan best suits your needs, just contact us!