Marketing

Segments, bulk email and personalization

Build dynamic segments by criteria, send bulk email to a segment or list while respecting privacy preferences (opt-out), and personalize each message with record fields.

The "Segments" tab (Marketing page) and bulk email let you reach the right audience with the right message, always respecting anyone who opted out.

Dynamic segments

A segment is an audience defined by CRITERIA over an object (contacts or leads), not a fixed list of names. It is resolved AT send time, so it is always up to date.

Open Marketing → Segments → "New segment".
Give it a name, pick the object (contacts or leads) and how to match: "All criteria (AND)" or "Any criteria (OR)".
Add criteria (e.g. city equals Recife; status equals lead; email not empty).
Segment by associated opportunity (deal): on contacts, beyond the contact's own fields, you can filter by has_open_deal (has an open opportunity — use "equals" with the value true), deal_open_count (number of open opportunities), deal_won_count (number of won opportunities), and deal_open_value (sum of the open value). These values are computed on the fly from the opportunities linked to the contact (the "Primary contact" field). E.g.: has_open_deal equals true; deal_open_value greater than or equal to 10000.
Check the preview (how many records match) and save.

Example: Segment "Recife leads": object Leads, match All, with city = Recife AND status = lead. The preview shows how many match before you send.

Beyond the record fields, contacts and leads have ready-made BEHAVIOR fields to segment on, fed automatically by the marketing history (email opens, clicks, page visits, form submissions and campaigns). Use "Engagement" (hot/warm/cold), "Email opens", "Clicks", "Page visits", "Total activity", "Days since last activity" or "Campaigns" to build audiences by behavior without exporting anything.

Example: Segment "Ready to sell": Engagement equals hot (opened/clicked/visited a lot and recently). Or "Re-engage": Days since last activity greater than 60. Or "Opened email": Email opens greater than or equal to 1.

💡 The behavior fields update on their own with every open, click, visit or form; you never have to fill them in. A contact with no history shows Engagement = none.

Behavior-triggered automation (re-engagement, by campaign, by score)

You do not need a separate trigger to react to behavior: combine a behavioral SEGMENT with a SEQUENCE that enrolls by segment. Because the segment is re-evaluated every cycle, when a contact starts to match the criteria (for example, went 60 days without activity, or became a member of a campaign, or the score crossed a threshold), it enters the sequence automatically.

Re-engagement: segment "Days since last activity greater than 60" → re-engagement sequence (enroll by segment).
By campaign: segment "Campaigns contains <campaign id>" → campaign welcome sequence.
By score: segment "Score greater than or equal to 50" → qualification sequence. (The score also promotes the stage to MQL/SQL automatically when it crosses the configured threshold.)
By email opened/clicked: segment "Email opens greater than or equal to 1" (or Clicks) → follow-up sequence.

💡 The sequence never enrolls the same contact twice; if it matches the criteria again later, it does not re-enter. Turn on the segment and the sequence and the behavior trigger happens on its own, in the automatic cycle.

Bulk email (campaign)

On the Email tab, choose the Destination: a List or a Segment.
Select the segment/list (and optionally the campaign, to organize history).
Write the subject and message using personalization fields.
Check the preview of how many recipients will be reached and click Send.
The summary shows sent, skipped (opt-out/no email) and failures; History keeps every send.

Send approval (governance)

If you want bulk sends to go through a manager before leaving, create an approval policy of type "Campaign send" under Settings → Approvals. While that policy is active, the Send button no longer fires immediately: the request stays pending until a manager approves it. Once approved, the send happens automatically (the recipient list is recomputed at send time). If rejected, nothing goes out. Without a "Campaign send" policy, sending stays immediate, as always.

Each contact’s language

The campaign goes out in each recipient’s language. Choose the "primary language" (the fallback content) and edit the subject/body per language in the Portuguese / English / Spanish tabs. With the "Send in each contact’s language" toggle on (default), each person receives the variant for their language, resolved by contact (language field), then linked user, then English, and the email goes out with the correct lang attribute. Anyone without the variant for their language receives the primary content. Turn the toggle off to send everything in the primary language.

Personalization (merge fields)

Use double braces to insert recipient data into the body. Missing fields become empty.

{{name}} or {{nome}}: recipient name.
{{email}}: recipient email.
{{company}}: company/organization, when present.
Any other record field by its name (e.g. {{city}}).
Simple conditional: {{#if company}}from {{company}}{{else}}(no company){{/if}}.

Privacy and opt-out (mandatory)

Anyone who opted out (unsubscribe) NEVER receives; they are excluded automatically.
Contacts only receive with consent checked; leads follow the capture opt-in.
Duplicate emails receive only once.
Every email goes out with a link to manage preferences/unsubscribe in the footer.

💡 Respecting privacy preferences and opt-in/opt-out applies globally (GDPR / LGPD / CCPA and similar). Without an email provider configured (RESEND_API_KEY), sending is blocked with a clear warning, and nothing is sent.

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