Product Affinity Segments

What is it?

Product Affinity Segments allow you to build dynamic email and SMS audiences based on a subscriber’s historical interest in a specific product or product category. This feature leverages behavioral data—including past purchases, product views, and cart additions over a rolling lookback window—to predict audience intent and group subscribers accordingly. Marketers can explicitly adjust how tightly tailored these segments are by configuring an affinity strength level.

In order to use this feature, you must be using AI Pro.

How do I use it?

To create a dynamic audience using product preferences, execute the following steps within the platform:

1. Navigate to the Segments page from the left-side navigation menu.
2. Click Create Segment.
3. Select Subscriber’s Characteristics > Product Affinity from Choose condition drop down.
4. Choose the specific product or product category you want to target.
5. Adjust the affinity strength level slider or numeric input. Setting a higher affinity strength level refines the audience criteria to target a smaller, highly selective group of subscribers, while lowering the affinity strength expands the segment to a broader audience. For conversion-focused sends, set affinity strength to high for more precise targeting.
6. When your segment criteria is complete, click Create in the bottom right corner.
7. Segments refresh on a weekly basis.

Once built, you can apply these dynamic segments directly to your target audiences:

• Campaigns: Select this segment under the audience inclusion or exclusion criteria during campaign setup. This can be used with one time campaigns or recurring campaigns.
• Automated Journeys: Use this segment as a journey-level entry trigger or configure journey branching conditions to deliver personalized content variations based on changing attributes.

Why should I use it?

Using Product Affinity Segments enables precise list targeting that moves away from broad demographics and aligns directly with real shopper intent. This allows brands to optimize marketing workflows and protect margins by:

• Focusing Budgets: Target promotions exclusively to audiences with a demonstrated high propensity to buy, while suppressing unlikely buyers.
• Improving Engagement Metrics: Replacing generic messaging with targeted category content increases email open rates, click-through rates (CTR), and final conversion rates (CVR).
• Automating Lifecycle Workflows: Powering recurring campaign sends and branching automated journeys ensures message content peaks exactly when a subscriber's interest is highest, driving consistent performance with less manual orchestration.