In the context of customer journeys, what must be included to ensure accurate segmentation?

To ensure accurate segmentation in customer journeys, defined criteria for dynamic segments is essential. This is because dynamic segments allow marketers to create groups of contacts based on specific, real-time criteria such as behavioral actions, demographic information, or engagement levels. By utilizing defined criteria, segmentation becomes more precise, allowing for targeted messaging that resonates with each group's unique characteristics and behaviors.

Dynamic segments are automatically updated as contacts meet or no longer meet the defined criteria, ensuring that marketing efforts are always directed towards the most relevant audience at any given time. This level of automation not only saves time but also enhances the effectiveness of marketing campaigns, as it allows for timely and contextually appropriate communication with potential customers.

In contrast, options like manual checks for all contacts can be impractical and time-consuming, thereby reducing the effectiveness of segmentation. Pre-set email content for each segment and standard communication templates do not inherently account for the uniqueness of each contact's situation and may lead to generic messaging that fails to engage the audience. Hence, having well-defined criteria for dynamic segments is the cornerstone of a successful segmentation strategy within customer journeys.