A Group is the safest bet for any
Automation Audience. As the Account owner you control who is in the Group and
It may be a signup-only Group fed
from your website, a Group you import into regularly, or a Group made
specifically for the purpose of an Automation; it’s entirely up to you.
For example, a Welcome Automation based on Sign-ups is a great
way to greet new Subscribers.
A Segment offers power over a
Group in its on-the-fly targeting, but precision is required.
A carefully targeted Segment can
have its effects multiplied by an Automation and only send to very select people
– those who meet the Segment criteria whose actions then trigger the
Automation’s Steps. This is a good thing
– in carefully targeting these people you are providing an incredibly
personalised experience for them.
For example, a “Members Only” Automation based on a Segment of
people who have data in their “Membership Start Date” Custom Tag.
For more information about Segments read our Segments