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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Behavioral Segmentation

Behavioral segmentation groups subscribers based on their actions — purchases, browsing, email engagement, and more — so you can send highly relevant messages triggered by what people actually do.

Also known as: behavior-based segmentation, behavioral targeting

Demographics tell you who someone is; behavior tells you what they want right now. Behavioral segmentation uses real actions to group customers, making your messages timely and relevant instead of generic.

How does behavioral segmentation work?

You group subscribers by behaviors like past purchases, products viewed, email engagement, cart activity, and lifecycle stage — often using dynamic segments that update automatically.

Examples of behavioral segments

First-time vs. repeat buyers, cart abandoners, highly engaged subscribers, lapsed customers, and shoppers interested in a specific category.

Why use behavioral segmentation?

Messages based on actual behavior are far more relevant, so they earn higher engagement and conversions — and they power the triggered automations that drive ecommerce revenue.

Related terms

Email List Lead Magnet List Segmentation Subscriber Opt-In Form Double Opt-In

Related reading from Drip

What Is Behavioral Segmentation?

Frequently asked questions

What is behavioral segmentation?
Behavioral segmentation groups subscribers based on their actions — purchases, browsing, email engagement, and more — so you can send relevant messages triggered by what people actually do rather than who they are.
How does behavioral segmentation work?
You group subscribers by behaviors such as past purchases, products viewed, email engagement, cart activity, and lifecycle stage, often using dynamic segments that update automatically as behavior changes.
What are examples of behavioral segments?
First-time versus repeat buyers, cart abandoners, highly engaged subscribers, lapsed customers, and shoppers interested in a specific product category are all common behavioral segments.
Why is behavioral segmentation effective?
Messages based on real behavior are far more relevant than generic sends, so they earn higher engagement and conversions. Behavioral segmentation also powers the triggered automations that drive much of ecommerce email revenue.
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