Use dynamic segments to build segments of subscribers based on specific, similar conditions so that you can send the most relevant messages. You only need to set up a dynamic segment once, and new subscribers are added as their conditions or activity meet the criteria in the segment.
Create a condition
- On the Segments page, click + Create segment.
- Next to Dynamic segment, click Create.
The segment builder appears. - Use the first drop-down to choose how to filter your subscriber list. For information about each filter, see Segment condition filters.
- (Optional) Use the + button to add more conditions, then select whether Any or All conditions must be met in order to include a subscriber in the segment.
As you build a segment using the conditions options, the number of included subscribers is calculated and displayed on the right. - Click Create.
- Enter a unique Name and (optional) Description, and save your segment.
After you create and save the segment, you can access it from the Segments page.
Use different condition types
A subscriber's activity
The choices in this drop-down let you include a subscriber who has (or hasn't) done something (such as made a purchase) in a certain amount of time.
- Subscribed to text: The subscriber's sign-up date.
- Received a text: The number of times a subscriber has received a text (campaign or journey) during a given time period. You can also choose from a list of specific campaigns that a subscriber has received (sent) or will receive (scheduled).
- Clicked a shortlink: The number of times a subscriber has clicked your message during a given time period. You can also choose from a list of specific campaigns that a subscriber has clicked.
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Sent a reply text: The subscriber's inbound messages (including keywords). These include:
- Sent inbound messages
- Sent inbound messages with an exact keyword or phrase (e.g., sale)
- Sent inbound messages that contain (or don't contain) a keyword or phrase (e.g., sale)
- Subscribed to email: The subscriber's sign-up date.
- Received an email: The number of times a subscriber has received an email.
- Opened an email: The number of times a subscriber has opened an email.
- Clicked an email link: The number of times a subscriber has clicked a link from an email.
- Made a purchase: The number of times a subscriber has purchased from you during a given time period. This doesn't include subscription purchases made through ReCharge (see Manage ReCharge segments).
- Viewed a product: The number of times a subscriber has viewed a product during a given period.
- Added to cart: The number of times a subscriber has added a product to their cart during a given period.
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Visited site: The number of times a subscriber has visited your site during a given period.
Note: Contact whiteglove@attentivemobile.com for this option, as it doesn't appear by default.
Be sure to adhere to Carrier Guidelines with your segments.
Segment by journey
You can segment by specific journey messages or by journey (transactional, inactive, etc.) SMS and/or email engagement. To do this, click the Filter button.
Then make your selections.
To segment by a specific revision of a journey that restricts subscribers who received, opened, or clicked any message from that revision, include a time variable as a condition.
- This process doesn't apply to Klaviyo workflows.
- You can't exclude specific journeys from your segment, but you can exclude a journey segment from a campaign message.
- You must create at least two conditions to segment a multi-channel journey (e.g., SMS and email).
- You may see fewer subscribers than expected. The subscriber count doesn't include opt-outs or multiple clicks from the same subscriber.
Retarget subscribers
You can also use segments to retarget subscribers with the “has not” exception. This feature is meant for subscribers who aren’t interacting with your messages as much as you want.
For example, you can create segments just for subscribers who open emails or texts from you, but don’t click on any links. You can also create segments for subscribers who haven't received any emails or texts over a period of time.
A subscriber's characteristics
The choices in this drop-down let you include a subscriber based on geography, device type, or operating system and other attributes.
Characteristic options include the following:
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Location*: city, state, zip code, distance, recent country, country of residence, language, or city associated with the subscriber's IP address
Notes:- Recent country is based on the subscriber's most recent location when they click an Attentive link or sign-up unit. This location is used for local-time sending. Country of residence is determined by the country associated with the sign-up unit when the subscriber joined your list. For example, the United States may be a subscriber’s country of residence, but Germany is their recent country if they're traveling there.
- Region-specific requirements, like automatic opt-out language, are based on the country of residence.
- Text messages: Text sign-up method
- Email: email sign-up method, mailbox provider, opt-in date
- Device type: Mobile, Desktop, Laptop, other
- Operating system: Android, Chrome OS, iOS, Linux, MacOS, Windows, Other
- Preferences: style preferences
- Profile: consent time-stamp
- Source: All possible sources of sign-ups (on-site creatives, keywords, etc.)
- Subscriber tab: The specific tags related to manual uploads. This must be configured by the White Glove team (whiteglove@attentivemobile.com).
- Manual upload: The data was uploaded manually.
- Third-party segment: This data is pulled from a third-party integration. For example, a Klaviyo segment can be used as a condition to build an Attentive segment.
- Recurring date: A specified date that repeats annually, as defined by the subscriber. These dates could be birthdays, anniversaries, etc.
You can also create custom attributes.
* The State field differs for international users. Reference the following chart for details on how State differs by country.
| Region | State replacement | Example(s) |
| United States | N/A, State | |
| United Kingdom | Mix of Council or County |
Council: Angus County: Cumbria |
| France | Department | Cantal |
| Italy | Mix of Province or Region |
Province: Province of Salerno Region: Campania |
| Spain | Mix of Province or Region |
Province: Jaén Region: Murcia |
| Ireland | County | Laois |
| Canada | Province | Alberta |
| Australia | State | Queensland |
| Germany | State | Hesse |
| Netherlands | Province | Limberg |
| Portugal | District | Braga |
| Sweden | Country | Gotland Country |
| Belgium | Province | Limburg Province |
| Denmark | Region | North Denmark |
| Norway | County | Viken |
| Poland | Region | Mazovia |
| Switzerland | Canton | Glarus |
| Mexico | State | Chihuahua |
| Brazil | State | Tocantins |
| New Zealand | Region | Northland |
Location radius
To create a segment based on a location radius, select Distance on the characteristics drop-down menu. Then set a radius based on a specific zip code to be used as a segment condition. Both miles and kilometers are supported with a max limit of 500 miles and 805 km. Only United States and Canada zip codes are applicable. You can also create a segment to exclude the zip codes in a specific radius by selecting the is not condition.
Use this feature to set a radius from a specific store, or location, to target local subscribers for in-store promotions or events or to create different zones for different geographies for seasonal product offerings.
Members of non-dynamic segments
This option lets you add subscribers from an existing non-dynamic segment to a new dynamic segment.
Create groups of conditions
When building a segment, groups of conditions let you define more advanced targeting rules by nesting sets of conditions within larger logical statements. The segment builder evaluates all conditions within each group first and then combines the results from the groups to determine the final audience. This is useful when you need to mix AND/OR logic in a way that's not possible with a single flat list of conditions.
Example: You want to target subscribers who: (A) received a text AND clicked a shortlink in the last 30 days OR (B) subscribed to text in the last 30 days AND made a purchase in the last 15 days
To create this segment, you'd need to group the two AND conditions together, as in the image below, so they can be evaluated separately. Without groups of conditions, the logic would become unclear or inconsistent.
Follow these steps to add a condition group:
- Click + Condition Group to create a new group.
- Choose a condition type and create your first condition.
- Click + to add more conditions.
- In the dropdown above the condition, choose Any (OR) if any condition in the group should be true, or All (AND) if all conditions in the group must be true.
- After creating multiple condition groups, define how they relate to each other by selecting Any (OR) or All (AND) from the dropdown above all your condition groups.
To add more conditions to an existing group of conditions, click +. To create a new group of conditions, click + Condition group.
To learn more
Now that you know how to create segments, read more about creating high-ROI segments and Carrier guidelines for abandonment messages.