Choose a behavior with meaning
Opening an email, viewing a product and completing a useful workflow represent different levels of evidence. Do not assume an open proves intent or a page visit proves purchase readiness. Some signals are affected by measurement limitations.
Use behavior that connects to a customer question. A buyer who has not accessed a file may need instructions; a customer approaching a natural replenishment point may need a relevant reminder.
Build the segment
- Define the action, time window and customer unit.
- Exclude people whose current state makes the message unsuitable.
- Confirm the communication is appropriate and permitted.
- Write the message purpose before adding more conditions.
- Test the segment with a small record sample and review overlap.
A precise-looking rule can still be wrong if the underlying event is unreliable. Verify the data before automating a campaign around it.
Segment design table
| Segment idea | Meaningful question |
|---|---|
| Purchased but not accessed | Does the customer need help beginning? |
| Uses one workflow successfully | Is another relevant task now useful? |
| Viewed a specific product repeatedly | What buying question might remain unanswered? |
| Previously active, now inactive | Is help relevant, or has the need changed? |
Worked example: the wrong exclusion
Illustrative example: a cart-recovery audience includes customers who already purchased through another route because the purchase event has not synchronized. The message becomes inaccurate. Add a reliable current-state check and review the delay before treating the segment as ready.
The repair improves communication quality even if it reduces the apparent audience size.
Avoid oversegmentation
Many tiny segments can become impossible to maintain. Add a distinction when it changes the message, timing or business decision. Otherwise keep the segment understandable and use a simpler communication path.
Should demographic data always be included?
Only when it is appropriate, relevant and lawfully available. A customer task often provides a more useful message distinction than a broad demographic label.
What if behavior is ambiguous?
Use a message that offers help without asserting an intention. Do not tell someone they are ready to buy when the data only shows a visit.
Put this into practice
Choose one segment, write the next useful task and inspect a sample of included records. Remove rules that add complexity without changing the customer message.
Primary-source reading for platform details: Gmail: sender guidelines.
Related foundation: SaaS onboarding: help users reach their first useful outcome. How these guides are prepared.
Ayoub Mouhachtt
Growth & performance marketing. Explore the portfolio and working background.
Related portfolio work: eGrow. The worked examples in this guide are illustrative and are separate from the portfolio’s project evidence.