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Tags translate behavior into targeting-ready contact states. Use tags when you want product activity to become something you can filter, route, or measure. Good tag design keeps segmentation fast without forcing every audience to be rebuilt from raw event rules.

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Why Tags Matter

  • Build campaign audiences quickly
  • Trigger workflow paths
  • Reflect lifecycle state (acquisition, engagement, revenue, health)

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Tag Assignment Pathways

  1. Event-driven rule assignment during ingestion
  2. Manual admin assignment
  3. Scheduled assignment pass and backfill reconciliation

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Tag Removal Pathways

  1. Event-driven rule removal
  2. Manual admin removal
  3. Scheduled stale-signal removal
  4. Tier-transition mutual exclusion for activity tiers

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Segmentation Strategy

Use a layered approach:
  1. Lifecycle layer: lead, active, churn risk, re-engaged
  2. Behavior layer: feature explorer, single-feature user, power user
  3. Revenue layer: trial, converted, high-value, upsell opportunity

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MailerPath Predefined Tags

MailerPath includes 25 predefined tags you can use out of the box for acquisition, engagement, revenue, and health segmentation. These tags are designed to stay readable across teams, so marketers, support, and product users can all understand why a contact was classified a certain way.

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Acquisition tags

  • Lead: New potential contact captured in your funnel.
  • Cold Lead: Signed up but shows little or no engagement.
  • Warm Lead: Some product interaction, but not fully engaged yet.
  • Hot Lead: High-intent lead, often active in trial.
  • Referral Lead: Contact acquired through a referral source.
  • Organic Lead: Contact acquired through organic discovery.

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Engagement tags

  • New Signup: Recently created account.
  • Onboarding: Currently moving through onboarding steps.
  • Partially Onboarded: Started onboarding but has not completed key setup.
  • Active User: Uses the product regularly.
  • Power User: Highly engaged and uses advanced capabilities.
  • Occasional User: Uses the product infrequently.
  • Feature Explorer: Tries new features but may not use them consistently.
  • Single-Feature User: Relies mostly on one core feature.

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Revenue tags

  • Trial User: Currently in trial period.
  • Converted: Moved from trial to paid usage.
  • High-Value User: Strong engagement and revenue contribution.
  • Upsell Opportunity: Good fit for higher plan or add-ons.
  • Failed Payment: Recent payment attempt failed.
  • Cart Abandoner: Started checkout or subscription flow but did not complete it.

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Health tags

  • Churn Risk: Behavior indicates increased risk of churn.
  • Dormant User: Inactive for an extended period.
  • Churned: No longer active after cancellation or expiration.
  • Re-Engaged: Returned to activity after inactivity.
  • Frequent Support Contact: Repeatedly needs support, often signaling friction.

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Practical Tips

  1. Start with a small set of high-signal tags.
  2. Keep event action and status values stable across integrations.
  3. Use idempotent event submission to avoid noisy state flips.
  4. Periodically review tag drift and reconciliation outcomes.

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Common Mistakes

  • Overlapping rules with conflicting intent
  • Too many low-value tags
  • Inconsistent event vocabulary from clients
  • Missing remove rules for temporary lifecycle states