How can I segment based on purchase history? (e.g., frequency, value, category)

Website behavior reveals intent that email engagement alone can't capture. Someone might ignore your newsletters but spend hours researching on your site.

Pages visited indicate interest areas. Product pages signal purchase consideration. Pricing pages signal evaluation. Support docs might signal confusion or advanced usage.

Time on site and depth measure engagement quality. Someone who spends 15 minutes across 10 pages is more engaged than someone who bounced after 30 seconds.

Content consumption patterns reveal topic interests. Track which blog posts, resources, or videos someone engages with. Build content affinity scores.

Search queries show explicit intent. What people search for on your site tells you what they want in their own words.

Conversion events mark meaningful actions. Form submissions, downloads, account creation, cart additions. These milestones define where someone is in their journey.

Integration is the challenge. Website behavior lives in analytics platforms. Getting it into your email tool requires tracking and data infrastructure. The investment is worthwhile because website behavior often predicts conversion better than email engagement alone.