How Segments Update

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Segments are dynamic and update in real-time. Customers will move in and out of segments based on whether or not their interactions with your brand match the conditions you set. Once you create a segment, it will pull members from all people in your account based on the definition you establish — this is why it's important to confine a segment to a specific list if you are using it for a campaign email. Otherwise, you risk emailing people who have not opted in to receive marketing emails from you. While you're building your segment, you only have to set the conditions once.

What Do We Mean By Real-Time?

We try our best to process all segmentation requests in real-time; meaning, your segment will update immediately after a customer takes an action that qualifies them based on the definition you created (e.g., placing an order or opening an email). In some cases, a high volume of segmentation requests across our customer-base can cause delays.

  • If you're manually updating a segment, it can take up to 15 minutes to process.
  • If you're monitoring a segment, updates can take up to 1 hour.

If you're updating segments and seeing delays that go beyond these time windows, please contact our customer success team.


There are two notable exceptions to the above:

  1. Segments that rely on relative time conditions
  2. Segments that rely on all negative conditions

Segments with Relative Time Conditions

Dynamic segments that are based on relative time conditions update every 24 hours.

For example, if you have a segment of people who haven't purchased in the last 30 days, this segment can only be computed periodically. That is because there's no event triggered by not-purchasing. Likewise, a segment of people who purchased at least X times more than Y days ago can't always be computed from a purchase event.


Segments with All Negative Conditions

If you have a segment that only includes negative conditions — for example, everyone that is not in several specified lists — this segment may also update with a slight delay.

To optimize your segments for real-time updating, use mainly positive conditions as your primary conditions to isolate those that do (vs. don't) meet a set of criteria.


Manually Update a Segment

To manually update a segment, select the segment and click Edit Definition > Update Segment.



Note that manually updated segments don’t allow users to enter segment-triggered flows. For more information, head to our article on creating a segment-triggered flow.

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