• Tags: Think of these as “sticky notes” on a user profile. (e.g., Tag: “Bought: Shoes”, Tag: “Clicked: Spring Sale”). These are static data points.

• Segments: These are dynamic groups based on logic.

  • Example: A segment defined as “Active Buyers” includes anyone with [Tag: “Bought”] AND [Opened email in last 30 days].

• Why it matters: Segments update automatically. If a user stops opening emails, they automatically fall out of the “Active” segment.

The 3 Pillars of Segmentation

• Demographic: Who they are (Age, Location, Job Title). Good for: Local events or B2B targeting.

• Psychographic: What they like (Interests, Values). Good for: Content relevance.

• Behavioral: What they do (Clicked link, Abandoned cart, Purchased X). Good for: High-conversion sales emails. (Most Important).