Static lists vs. dynamic segments
Two ways to choose who receives a Broadcast: a static list you assemble by hand, or a dynamic segment defined by rules. Knowing which to reach for keeps your targeting accurate and saves you rework.
In short
A static list is a fixed set of subscribers — a snapshot you build once (by import, hand-picking, or copying from a past send). It changes only when you edit it. A dynamic segment is a saved rule (for example, "subscribers in the West region who opened the last Broadcast"); its membership is re-evaluated whenever it's used, so it always reflects current subscriber data.
Why it matters
Choosing the wrong type causes two common problems: sending to people who no longer qualify, or missing people who newly qualify. Use a static list when you need an exact, unchanging audience — a one-off event invite, a legally defined recipient set, or an ad-hoc group with no shared attribute. Use a dynamic segment when membership should follow the data: onboarding based on signup date, re-engagement based on activity, or anything you send repeatedly to a moving population.
How it works
- Static list — membership is stored as-is. If a subscriber's attributes change after you build the list, the list does not update. Great for reproducibility; risky if the data goes stale.
- Dynamic segment — you define conditions on subscriber fields and behavior (region, tags, engagement, and similar). At send time the platform resolves the rule against the latest data, so new matches are included and non-matches drop out automatically.
Example: a static list "Q3 Webinar Registrants" always holds the same names. A dynamic segment "Active in last 30 days" grows and shrinks on its own as subscribers engage. Both can be combined with account-wide suppression before a Broadcast goes out. (Confirm the exact fields and rule builder available in your account.)
Related
Canonical terms: Author, Edition, Folder (Project Folder), Broadcast. See the Glossary.