Segmentation by user behavior in Marketing Automation

In today’s changing business world, where the competition is getting stronger and customers are making more and more demands every day, there is no option to be average. What really rules is effective communication. That’s why more and more companies use Marketing Automation tools, which not only make life easier by automating marketing processes, but also allow for precise customer segmentation according to their behavior.

The role of segmentation in Marketing Automation

Without a doubt, segmentation plays a key role in Marketing Automation. Thanks to it, we can precisely tailor our marketing activities to different target groups, which allows us to reach our target audience more effectively. Without segmentation, all recipients would be treated the same, which would significantly limit our ability to personalize and effectiveness of marketing campaigns.

Segmentation in Marketing Automation allows us to precisely determine who our ideal customer is, what their preferences, behaviors and needs are. Thanks to this, we can create personalized content, send appropriate offers and communicate with customers in a way that meets their expectations. This not only increases customer engagement and loyalty, but also leads to more conversions and revenue growth.

In short, segmentation in Marketing Automation is the key to more effective communication and achieving better business results.

Customer behavior as a source of valuable data

Customer behavior is an invaluable source of valuable data for companies. Analyzing the actions taken by customers allows us to better understand their needs, preferences and purchasing intentions. This allows us to adapt our marketing and communication strategies more precisely and effectively.

Websites visited, clicks on links, interactions with content on social media, behavior in mobile applications – all this provides us with valuable information about the preferences and interests of our customers. By analyzing this data, we can better understand what interests them, what they are looking for and what products or services may interest them.

Data about customer behavior also allows us to better understand their purchasing path and any barriers that may stand in the way of making a purchase. This allows us to optimize our websites, advertising campaigns and other marketing activities to remove these barriers and make the purchasing process easier for customers.

Finally, analyzing customer behavior allows us to personalize communications and offers, which leads to greater customer engagement and increased conversions. By providing customers with content and offers that are relevant and valuable to them, we build stronger relationships with them and increase the chances of loyalty and repeat purchases.

In summary, customer behavior is not only a source of valuable data, but also a key factor influencing the effectiveness of our marketing strategies and the success of our company. That’s why it’s worth paying attention to this data and using it intelligently to better understand and serve our customers.

Benefits of segmentation according to customer behavior

1. Personalization of communications: Segmentation by customer behavior allows you to deliver personalized messages and offers that are more tailored to the individual preferences and needs of each group of recipients.

2. Increased engagement: Tailored and personalized content is more attractive to customers, which leads to greater engagement and a greater willingness to interact with the brand.

3. Increased conversion: Better alignment of communications with customer behavior leads to increased conversions and better business results.

4. Improving customer relationships: Providing customers with content and offers that are relevant and valuable to them builds stronger relationships and strengthens trust in the brand.

5. Optimization of marketing activities: Analyzing customer behavior allows for a better understanding of their needs and preferences, which enables more effective use of marketing resources.

6. Greater customer loyalty: Personalized and tailored messages make customers feel more valued and connected to the brand, which translates into greater loyalty and repeat purchases.

Segmentation by customer behavior is not only an effective marketing strategy, but also a key element of building lasting relationships with customers and achieving business success.

How to segment contacts in Marketing Automation?

1. Define segmentation criteria: Define the criteria by which you want to segment your database. This may be demographic data (such as age, gender, location), behavioral data (such as opening an email, clicking on a link, visiting a website) or data regarding interests and preferences.

2. Collect data: Make sure you collect the right data that will be used for segmentation. This may include both data you collect through interactions with customers (e.g. through online forms, tracking website behavior) and external data (e.g. demographic data).

3. Use of Marketing Automation tools: Take advantage of the segmentation functions available in your Marketing Automation system. These tools allow you to create advanced segmentation rules based on the collected data.

4. Create segments: Based on the defined criteria and collected data, create customer segments that will constitute more homogeneous groups. You can segment customers based on various factors, such as their behavior, preferences, or stage of their purchasing journey.

5. Tailor Your Communications: Once you have created your segments, tailor your marketing messages to the needs and preferences of each group. Use content personalization to deliver more attractive and valuable messages to your customers.

Segmentation of contacts in the Marketing Automation system allows for more precise and effective marketing activities, which translates into better business results and greater customer loyalty.

Contact segmentation in iPresso

Contact segmentation in iPresso includes several steps:

1. Defining segmentation criteria: In iPresso you can segment contacts based on various criteria, such as demographic data, user behavior, interactions with marketing content or stage of the purchase path.

2. Create segmentation rules: Using iPresso’s advanced features, you can create segmentation rules that automatically assign contacts to the appropriate segments based on specific conditions.

3. Segment analysis and optimization: Once you have created segments, you can monitor their performance and adjust your segmentation strategy based on data analysis and customer feedback.

4. Customize your communications: Once you’ve created your segments, you can tailor your communications to the needs and preferences of each audience, allowing for more personalized and effective marketing campaigns.

Contact segmentation in iPresso enables more precise and effective marketing activities, which translates into better business results and greater customer loyalty.


In the article, we discussed the importance of contact segmentation in Marketing Automation, with particular emphasis on the segmentation process in the iPresso system. Contact segmentation is a key element of an effective marketing strategy, allowing companies to tailor communications to the needs and preferences of their customers.

The first step in contact segmentation is to define segmentation criteria based on which you can divide the database into smaller, more homogeneous groups. In iPresso, you can use various criteria, such as demographic data, user behavior or interactions with marketing content.

Then, create segmentation rules that will automatically assign contacts to appropriate segments based on specific conditions. Thanks to the advanced functions of iPresso, it is possible to create complex segmentation rules that take into account various factors.

The next step is to analyze and optimize the segments, which allows you to monitor their performance and adjust the segmentation strategy based on data analysis and customer feedback. This way you can ensure that communication is more personalized and effective.

To sum up, contact segmentation in iPresso enables companies to conduct more precise and effective marketing activities, which translates into better business results and greater customer loyalty. Tailoring communications to the needs and preferences of each audience is a key success factor in today’s competitive market environment.

Segmentation according to user behavior is becoming an indispensable element of an effective Marketing Automation strategy. Thanks to precise analysis of user behavior and appropriate segmentation, companies can deliver personalized content, increase customer engagement and loyalty, and achieve better business results. In today’s competitive market environment, the skillful use of segmentation according to user behavior is becoming a key factor in the success of every company.

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