How to split your contact base to send the right message to the right person — and when to prefer a fixed list over an audience that updates itself.
Updated on June 22, 2026
Sending the same message to your entire base is a guarantee of low open rates and a high unsubscribe risk. Segmentation means splitting your contacts into coherent groups so each one receives a relevant message. In MarketingAtelier these groups are called audiences, and they come in two forms: static and dynamic. This guide explains the difference, when to use each, and offers ready-to-use segments.
Your contacts are not at the same stage of their journey. A new lead who just downloaded a white paper doesn't expect the same message as a loyal customer or a prospect inactive for six months. Segmenting increases relevance — and therefore opens, clicks and conversions — while protecting the reputation of your sending domain.
A static audience is a list of contacts you choose manually. It stays fixed: as long as you don't edit it, its composition doesn't move. Think of it as a snapshot taken at a given moment. Ideal for a one-off send on a precise selection — event registrants, a short-list of priority prospects, or a test on a controlled sample.
A dynamic audience is based on filter rules and recalculates automatically. You describe a condition ("lead score > 50", "tag = customer", "source = contact form") and the audience fills itself. A contact enters the segment as soon as it meets the criteria, and leaves as soon as it no longer does. It's an always-up-to-date view of your base.
In MarketingAtelier, available criteria include tags, the lead score, custom fields, the contact's source, its engagement and dates (creation, last activity). These audiences then serve as a direct target for your SendAtelier campaigns.
| Criterion | Static audience | Dynamic audience |
|---|---|---|
| Composition | Chosen manually | Defined by rules |
| Updates | Fixed until edited | Recalculated automatically |
| Maintenance effort | Manual, recurring | None once configured |
| Use case | One-off send, precise list | Recurring up-to-date segment |
| Example | Webinar invitees | All high-score leads |
| Risk | Quickly becomes outdated | Poorly framed rule = bad targeting |
Here are four dynamic audiences that cover most of a marketing team's needs, with their indicative filter rules.
| Segment | Filter rule | Goal |
|---|---|---|
| New leads | Creation date < 30 days | Onboarding and first touch |
| Active customers | Tag = customer AND recent engagement | Retention, upsells |
| Inactive to re-engage | Last activity > 90 days | Reactivation campaign |
| High score | Lead score > 50 | Prioritize sales |
Key takeaway. A simple rule: if the list must still be accurate tomorrow without you touching it, create a dynamic audience. If it matches a precise moment and should no longer move, create a static one. Most teams only need four or five well-designed dynamic audiences.
Audiences are managed in the CRM (CRMAtelier), which centralizes your contacts, their tags, score and custom fields. Your static and dynamic audiences then serve as a direct target for your campaigns in SendAtelier, with consent checked at send time. Because everything shares the same contact base, your segments stay consistent from one module to the next.
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