Why is static segmentation not sustainable long-term?

Because people change. Static segments don't.

A segment defined by \"signed up in January\" was accurate in January. By December, those subscribers have either become loyal customers or disengaged entirely. The original segment tells you nothing about their current state.

Behavioral segments decay. Someone who clicked last month might have lost interest this month. Someone labeled \"inactive\" might have just made a purchase through another channel.

Preference segments shift. Interests evolve. Someone who bought baby products three years ago might now be shopping for toddler gear, or might have moved on entirely.

Lifecycle stages progress. New subscribers become engaged customers become loyal advocates become dormant contacts. Static labels freeze them in time.

Sustainable segmentation is dynamic. Segments should update automatically based on recent behavior, not historical snapshots. Build rules that recalculate membership regularly: \"engaged in the last 90 days\" instead of \"was engaged when we checked six months ago.\"

Static segments are convenient to create. Dynamic segments are necessary to maintain.