What is behavioral segmentation in marketing?

Behavioral segmentation is a way of grouping customers based on how they act, rather than who they are. Instead of focusing on demographics or location, behavioral segmentation looks at real actions such as clicks, purchases, visits and message interactions.

For businesses working with digital and messaging channels, behavioral segmentation makes it possible to target customers with more relevant communication based on what they actually do.

What behavioral segmentation is?

Behavioral segmentation divides customers into segments based on their behaviour across channels and touchpoints. These behaviour are captured through events and tracked actions over time.

Common behaviour used in behavioral segmentation include:

• Visiting specific pages

• Clicking links

• Completing or abandoning purchases

• Opening or ignoring messages

• Repeating actions over time

Because behavioral segmentation is based on observed actions, it is dynamic and constantly updated as customers interact with your brand.

How behavioral segmentation differs from other segmentation types

Traditional segmentation methods often rely on static data such as age, gender or company size. Behavioral segmentation focuses on intent and engagement instead.

This makes behavioral segmentation especially useful for messaging and automation, where timing and relevance play a major role in performance.

A customer who just viewed a product behaves very differently from one who has not interacted with your brand for months, even if they share the same profile data.

Examples of data used for behavioral segmentation

Behavioral segmentation is built on event data and tracked actions. The table below shows common examples of data that can be used.

These behaviour are most valuable when captured in real time and connected across channels.

Behavioral segmentation improves customer targeting

Behavioral segmentation allows businesses to respond to customer intent instead of guessing it. Messages are sent based on actions, not assumptions.

This leads to:

• More relevant communication

• Better timing of messages

• Stronger customer experience

• Higher engagement across channels

Because behavioral segmentation adapts as behaviour changes, it stays relevant throughout the customer lifecycle.

Behavioral segmentation in messaging channels

Behavioral segmentation works especially well with messaging channels such as SMS, email and mobile push. Customer actions can be used to trigger relevant messages at the right moment.

When combined with automation, behavioral segmentation helps turn single interactions into ongoing conversations across messaging channels.

Using behavioral segmentation in MyLINK MarketingPlatform

MyLINK MarketingPlatform enables behavioral segmentation through events, tracking and real time data. Customer actions across channels can be captured and used to trigger targeted messaging flows.

With MyLINK MarketingPlatform, behavioral segmentation can be based on:

• Website and app events

• Message interactions

• Purchase and conversion actions

• Custom events defined by your business

These events can be combined to build dynamic segments that update automatically as behaviour changes.

This makes it possible to target customers based on what they have done, what they are doing right now and how they have interacted in the past.

Turning behavioral segmentation into action

Behavioral segmentation only creates value when it is connected to action. The real impact comes from using behavioural insights to deliver timely and relevant messages.

With MyLINK MarketingPlatform, teams can use behavioral segmentation to trigger SMS, email, or push messages that match customer intent and behaviour, without manual work.

This approach helps businesses move from broad campaigns to targeted communication that reflects how customers actually engage.

Behavioral segmentation as part of modern marketing

Behavioral segmentation is a core part of modern, data driven marketing. It connects customer actions with meaningful communication and supports better experiences across the customer journey.

By combining behavioral segmentation with messaging channels and automation, businesses can engage customers in a way that feels relevant, timely and personal.

MyLINK MarketingPlatform support behavioral segmentation across channels, helping businesses turn customer behaviour into effective communication at scale.