How can I segment based on website activity? (e.g., pages visited, content downloaded)

Website activity reveals intent and interest before someone takes action. Tracking which pages they visit, what content they download, and how long they browse creates segments based on demonstrated curiosity rather than assumptions.

Use tools like Google Analytics, Segment, or your ESP's native tracking to capture behavioral signals. Pass this data into your email platform via API, webhooks, or integrations. Create segments like pricing page visitors, whitepaper downloaders, or repeat blog readers.

For example, someone who visits your pricing page three times in a week but hasn't signed up is showing buying intent. Segment them for a targeted nurture series. Someone who downloaded a specific guide is signaling topic interest and should receive related content.

Session recency and frequency matter too. A subscriber who visits weekly is more engaged than someone who visited once six months ago. Layer website activity with email engagement for a complete behavioral profile.

Website visits are the footprints left on the dock before boarding. They show where attention goes before commitment follows.