Smart customer segmentation
in real-time

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 within our customer segmentation tool:

• 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.

Marketing automation is combined with customer segmentation by using real-time data and predefined rules to automatically trigger campaigns. You do not need coding skills to create or manage segments — everything is configured in the MessageFlow panel. APIs are used to feed segmentation with live data from external systems, enabling fully automated and highly precise communication scenarios.

Customer segments are created using an intuitive, no-code wizard in the MessageFlow panel. The process involves naming the segment and defining logical conditions using “and” / “or” rules. This allows you to build advanced segments without technical knowledge or developer support.

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.

Real-time customer segmentation works by continuously evaluating contact data against active rules and conditions. When a campaign is sent, MessageFlow automatically builds the recipient list based on the most current data from multiple sources, such as website activity, campaign engagement, or system events. This allows marketers to react instantly to customer behavior and deliver timely, relevant communication.

Customer segmentation improves marketing campaign performance by ensuring messages are sent only to audiences that meet specific criteria at a given moment. By combining real-time data with automation, segmentation reduces wasted impressions, increases relevance, and leads to higher engagement and conversion rates across email, SMS, and push campaigns.

The most common customer segmentation criteria include demographic data (age, location), behavioral data (website visits, engagement), transactional data (purchase history, order value), and lifecycle status (new subscriber, inactive user, VIP customer). Combining these criteria enables more accurate and actionable segmentation.

Marketing campaigns that benefit most from real-time segmentation include onboarding campaigns, abandoned cart recovery, reactivation campaigns, cross-selling and upselling, location-based promotions, and time-sensitive offers. Real-time segmentation ensures these campaigns react instantly to customer behavior.

The effectiveness of customer segmentation can be measured by tracking key performance indicators such as open rates, click-through rates, conversion rates, and revenue per campaign. Comparing segmented campaigns against non-segmented ones also helps assess the impact of segmentation on overall marketing performance.