What type of segment should a marketer use to target customers who visited from an email but did not subscribe, then returned via an ad?

The appropriate type of segment for targeting customers who first visited from an email but did not subscribe and later returned via an ad is a sequential segment. This type of segment allows marketers to track and target users based on their specific interaction sequence over time. In this scenario, the sequence of events involves two distinct touchpoints: the initial visit from the email and the subsequent return via an advertisement.

Using a sequential segment enables marketers to understand the journey these users took, capturing the nuances of their behavior across multiple channels. This level of precision is essential when trying to engage customers who might have shown interest at one point but did not take a desired action (like subscribing). Thus, by focusing on the sequence of interactions leading up to the most recent behavior, the marketer can craft more targeted and relevant messages that address the specific journey of these customers.

In contrast, aggregate segments focus on broader characteristics across a larger group without considering the order of events or interactions. Static segments do not change over time and may not capture the dynamic behavior of users. Dynamic segments are based on changing parameters, but in this case where specific sequential behavior is crucial, they would not provide the same targeted insights as a sequential segment.