What’s the difference between static and dynamic segmentation?

Static segmentation creates fixed lists:

Membership is assigned manually or through one-time import. Recipients stay in the segment until manually removed. Segments do not update automatically when data changes. Best for: event attendees, specific campaign targets, one-time imports.

Dynamic segmentation updates continuously:

Membership is based on rules or criteria. Recipients enter when they meet criteria and exit when they no longer qualify. Segments reflect current state, not historical assignment. Best for: engagement-based targeting, lifecycle stages, attribute-based grouping.

Examples:

Static: "People who attended our 2024 conference." Dynamic: "People who purchased in the last 30 days."

Impact on automation:

Dynamic segments ensure automations always target current, relevant audiences. Static segments may become stale if not maintained.

Static segments capture moments. Dynamic segments reflect current reality. Choose based on whether the grouping should evolve.