Step by step guide to creating dynamic audience segments in Iterable

So, you want to send the right message to the right people—without drowning in spreadsheets or sending “Hey {FirstName}” to your entire list. This guide is for marketers, CRM folks, and anyone who’s tasked with getting smarter about how they group and target users in Iterable. No fluff, no “growth hacks”—just a clear walkthrough with real-world takes.

Why Bother With Dynamic Segments?

Before diving in, let’s get honest: dynamic audience segments aren’t just for showing off in meetings. They save you time, stop you from blasting irrelevant content, and help you actually use all that precious data you’re collecting. Static lists are fine for one-off campaigns. But if you want automation, personalization, or just to not repeat yourself—dynamic segments are key.

But beware: more slicing and dicing isn’t always better. Overcomplicating segments can lead to confusion, bugs, and “Wait, why did that person get this email?” moments. Start simple. Build up as you see what works.

Step 1: Understand What Data You Actually Have

First, take stock. Iterable can only segment on data you’ve already collected or sent to the platform. That means:

  • User profile fields: Email, location, signup date, preferences, etc.
  • Event data: Things like purchases, logins, app opens, etc.
  • Subscription lists: What channels or topics users are already subscribed to.
  • Custom fields: Anything else you’ve set up.

Pro tip: Garbage in, garbage out. If your data’s a mess—missing fields, outdated info—fix that first. Dynamic segments are only as good as the data feeding them.

Step 2: Get Clear on Your Audience Goals

What’s the point of this segment? If you can’t describe it in a sentence, you’re probably overthinking. Some common examples:

  • “People who signed up in the last 30 days but haven’t made a purchase.”
  • “Active users who haven’t opened an email in the past month.”
  • “Folks in California who bought a jacket but not boots.”

Write down what you want. Don’t just chase what’s possible—focus on what’s useful. More filters ≠ more insight.

Step 3: Navigate to Segmentation in Iterable

In your Iterable dashboard:

  1. Go to Audience > Segmentation.
  2. Click “Create New Segment.”

You’ll be presented with two main options: - Dynamic (auto-updating, rule-based) - Static (fixed list, doesn’t update unless you re-upload)

Pick Dynamic. This is what keeps your segment fresh, so new users get added automatically when they match your criteria.

Honest take: Don’t bother with static segments for anything you want to automate or use regularly. They’re fine for one-off blasts or imports, but dynamic is what you want for ongoing campaigns and journeys.

Step 4: Build Your Segment Rules

Here’s where you define exactly who belongs in your segment. Iterable’s segment builder lets you combine rules using AND/OR logic. Some tips:

  • Start simple. Add more rules only if you actually need them.
  • Each rule can target user fields, event data, or subscription status.
  • You can nest rules for more complex logic, but keep it readable.

Example: Recent Signups Who Haven’t Purchased

  1. Add a Rule: signupDate is within the last 30 days.
  2. Add Another Rule (AND): Has not performed the purchase event.

Filtering by Event Data

Iterable can filter users based on actions they have or haven’t taken. For example:

  • “Has opened an email in the last 7 days”
  • “Has not logged in during the past 90 days”

Just remember, event data is only as good as your tracking setup. If events aren’t firing correctly, your segments will be off.

Geolocation and Custom Fields

Want to get fancy? You can filter by location, device, or any custom field. But don’t get lost in the weeds. If you’re not actively using that info, skip it.

Step 5: Preview and Validate Your Segment

Before you hit save, always preview. Iterable shows you how many users match your criteria. If that number looks weird (way too high, or suspiciously low), double-check your logic.

  • Use the “Preview Results” button to see sample users.
  • Spot-check: Are these the people you expected?
  • If you’re segmenting on events, try changing the time window. Sometimes, people forget to set a “within last X days” filter.

Pro tip: If you’re segmenting on negative criteria (e.g., “has not purchased”), remember that new users might show up just because they haven’t had the chance yet. Make sure your rules make sense.

Step 6: Name and Save Your Segment (Don’t Get Cute)

Give your segment a clear, descriptive name. You’ll thank yourself in three months when you forget what “Q2_Engaged_7d_ish” was supposed to mean.

Good examples: - “New Signups, No Purchase, Last 30 Days” - “Active, Opened Email Past Week, USA Only”

Add a description if your team is big or you’ll forget the point later.

Step 7: Put Your Segment to Work

Now that you’ve got your dynamic segment, it’s time to actually use it. You can:

  • Target it in campaigns (email, SMS, push, whatever).
  • Use it as an entry or branch in a journey/workflow.
  • Monitor how the segment grows or shrinks over time.

Don’t expect instant magic. Segmentation helps, but if your message or offer is off, a better audience won’t fix it.

Step 8: Review and Iterate (No, Really)

Dynamic segments aren’t “set and forget.” User behavior changes, data gets messy, and business goals shift. Make it a habit to:

  • Check segment size and make sure it aligns with expectations.
  • Audit the actual users in your segment from time to time.
  • Update rules as your product or marketing evolves.

What not to do: Don’t obsess over micro-segments (“People who opened exactly three emails on a Tuesday”). Small, actionable segments beat a maze of hyper-targeted groups that are impossible to manage.

What Actually Works (And What to Ignore)

Works well: - Simple, clear rules based on clean data. - Using engagement (opens, clicks, logins) plus recency (“last 30 days”). - Segmenting by meaningful activity, not just demographics.

Doesn’t work: - Overly complex logic that only you understand. - Relying on data fields that are rarely updated or sometimes blank. - Building segments just because you can (shiny object syndrome).

Ignore the hype: AI-powered segmentation sounds cool, but if your data isn’t solid or your goals aren’t clear, it won’t help. Nail the basics first.

Final Thoughts: Keep It Simple, Keep It Useful

Dynamic audience segments in Iterable can save you hours and make your campaigns a lot smarter. But don’t let the endless options trip you up. Start with a single, useful segment. Test it. Tweak it. Add more only when it’s obvious you need them.

And remember: the best segment is the one that actually gets used. If you’re not sure, ask yourself—will this help me send something more relevant, or am I just creating work for myself?

Now, go build a segment and see what you learn. The data will tell you what matters—if you let it.