How to create “recently engaged” audiences dynamically?

Dynamic "recently engaged" segments auto-update based on real-time or near-real-time behavior data. The segment definition includes a rolling time window: "clicked any email in last 30 days" recalculates continuously—subscribers enter when they click, exit when 30 days pass without another click.

Implementation approaches: Most ESPs support dynamic segments (also called smart segments or live segments) that evaluate criteria at send time. Define engagement actions (clicks, purchases, site visits), set your recency window (7, 30, 60 days), and let the system maintain membership automatically. Some platforms require scheduled segment rebuilds—run these daily or before each send.

Dynamic segments are maintenance-free by design. Unlike static lists requiring manual updates, dynamic engagement segments stay current without intervention. This is crucial for engagement-based targeting—yesterday's engaged subscriber might be tomorrow's dormant one. Build dynamic segments from the start. If your ESP doesn't support them, evaluate migration—manual engagement list maintenance is unsustainable at scale.