How can I segment based on email interaction history? (e.g., clicked specific links)

Email interaction history captures which links someone clicked, which emails they opened, and how they engaged over time. This creates intent based segments that reflect demonstrated interest rather than assumptions.

Track clicks on specific links to identify topic or product interest. Someone who consistently clicks articles about deliverability should receive more technical content. A subscriber who clicks product links but not blog content prefers commerce over education.

Use UTM parameters or click tracking tags to categorize links by intent. Tag links as informational, transactional, or navigational. Build segments around these categories to personalize follow up.

Reply behavior is a powerful signal. Subscribers who reply to emails are highly engaged and should be segmented separately for VIP treatment or direct outreach.

Combine interaction history with recency. A subscriber who clicked last week is more valuable than one who clicked six months ago. Layer signals to create nuanced segments that reflect current interest.

Link clicks are the compass points that show where attention turns. Follow them to deliver what subscribers are actively seeking.