Product Updates

Reverse ETL makes it simple to activate data from a warehouse and load it into 300+ downstream destinations.Databricks as a Reverse ETL source is now Generally Available.

Segment has added a new PROFILE_TRAITS_UPDATES table with Profiles Sync, making it even easier for Unify customers to build materialized views.This table accelerates computation of the PROFILE_TRAITS materialized view, with each row representing a unique customer profile and its most recent traits. We've also included dbt scripts for building materialized views using the new table.For more information, read Segment's Profiles Sync Tables and Materialized Views documentation.

Subscription Groups in Twilio Engage give you the ability to define different types of email categories that recipients can opt in and out of at any time through a custom user preference page.For more information, visit the Subscription Groups documentation. 

The Pinterest API for Conversions destination, built on Actions, is a server-to-server integration with the Pinterest API.It allows customers to pass web, app, and offline events from Segment directly to Pinterest. Events can be used to evaluate an ad's effectiveness to improve content, targeting, and placement of future ads, without the use of third party cookies.For more information see the Pinterest API for Conversions Documentation.

Segment's destination for Optimizely, built on Destination Actions, is now in Public Beta.With this destination, customers can send Segment profile data into Optimizely to power testing and experimentation.This upgrade brings the destination into the Actions Framework and connects to the latest Optimizely SDK, providing improved performance, security, and implementation.For more information see the Optimizely Feature Experimentation (Actions) Destination Documentation. 

The new HTML Editor is available to all Engage Premier customers. This feature enables both code and visual editing capabilities.With the HTML Editor, you can build your email template with code, copy and paste existing code, or use the visual editor for a code free design experience.For more information, visit the Engage HTML Editor docs. 

Reverse ETL makes it simple to activate data from a warehouse and load it into 300+ downstream destinations.With this public beta release, Reverse ETL now supports Databricks as a source.

Reverse ETL makes it simple to activate data from a warehouse and load it into 300+ downstream destinations.With this Public Beta release, Reverse ETL now supports Postgres as a source.

Destination Insert Functions enables Segment's customers to extend their data pipeline using code at egress, before data is processed by destinations.Use Destination Insert Functions to: Implement custom logic to perform enrichment using third-party sources as well as Profile API, which brings additional context to your data before it’s sent to a destination. Transform data that’s going out, enabling advanced filtration and computation like sending only those events that meet specific criteria (using nested if-else code) and performing logical and arithmetic computations on it. Ensure data compliance by performing tokenization, encryption, or decryption before sending data out. All users who have functions enabled for their workspace can use Destination Insert Functions. For more information view Segment's Destination Insert Functions docs.

With WhatsApp as a native channel in Engage, you can now deliver personalized experiences where, when, and how your customers want with the world's most popular messaging app.With MMS, you can add images, videos and GIFs to your SMS messages to connect with customers in a more engaging way. WhatsApp and MMS in Engage include the following: WhatsApp + MMS Campaign Builders, letting you design and deliver WhatsApp + MMS messages directly within Engage Marketing Engagement Analytics, allowing you to understand the performance and ROI for every WhatsApp + MMS message you send Subscription Management, allowing you to manage the subscription statuses of your customers directly in the platform for each channel separately For more information, see Segment's documentation on WhatsApp campaigns and SMS templates. 

Send to All is now available to all Engage Premier users.With Send to All, you can send an email to all users regardless of their subscription state.This may be useful, for example, when you need to send a marketing transactional message to a user who hasn't subscribed to your marketing emails.For more information, visit the Engage Email Campaigns documentation. 

With Broadcasts, you can send one-off promotional messages by SMS or email.Targeted and personalized with the same level of real-time data sophistication used for advanced lifecycle marketing efforts, Broadcasts were built with SendGrid email and Twilio SMS functionality.Using one centralized platform, Broadcasts offer scalability and reliable deliverability.For more information, see Segment's Broadcasts documentation.

With Regional Segment, you can now personalize experiences using native email and SMS channels on Engage EU infrastructure.Using Engage Premier, you can create personalized email campaigns, send targeted SMS notifications, and deliver tailored messages.This expansion into the EU market reinforces Segment’s commitment to meet specific customer needs by offering localized infrastructure.

Delivery Overview’s Public Beta is available to all users. This feature enables self-service debugging and performance monitoring for Classic Streaming Connections and Functions Connections.For more information, see the Delivery Overview documentation.

Link Shortening for SMS in Twilio Engage is now in General Availability.With Link Shortening, customers can send shorter, more manageable URLs at send time as part of their Engage SMS campaigns.For more information, visit the Engage link shortening documentation.

With Selective Sync, you can ingest selective data to your data warehouses.Choose the event tables and properties synced by Profiles Sync to optimize performance and cost. Syncing fewer tables and properties leads to faster and more frequent syncs, faster queries, and less disk space usage. For more info, visit Segment’s Profiles Sync docs. 

Functions Versioning is now Generally Available.Functions Versioning enables users to: Access the complete change history for both source and destination functions, including version history and creation details. Compare different versions, using either a unified or split diff checker view. In the event of any issues, roll back and restore to a previous version. All users who have functions enabled for their workspace can utilize function versioning.For more information view Segment's Functions editing documentation.

Segment's TikTok Audiences destination is now in General Availability.With this destination, you can send Engage audiences to TikTok Ads accounts to support accurate targeting of custom audiences, and other advertising use cases like lookalike audiences, retargeting, and exclusion lists.For more information, see Segment's TikTok Audiences Destination documentation.

With Analytics-CSharp (C#), you can add Segment analytics to your C#-based application which includes Unity, Xamarin, and .NET. For more information, see the documentation for Analytics-CSharp.

Journey Analytics is available to all users on Engage Foundations or Engage Premier plans. This feature lets customers see success metrics for published journeys including total entries, in progress, completions, and exits.In addition, new step-level metrics show total conversions through a journey over time, so you can easily identify where your users might be getting stuck in a journey.For more information, see Segment's Journeys Analytics docs.

Functions Versioning will enable users to: Access the complete change history for both source and destination functions, including version history and creation details. Compare different versions, using either a unified or split diff checker view. In the event of any issues, roll back and restore to a previous version. All users who have functions enabled for their workspace can utilize function versioning.For more information view Segment's Functions editing documentation. 

The TikTok Audiences destination, built on Destination Actions, is now in Public Beta.With this destination, you can send Engage audiences to TikTok Ads accounts to support accurate targeting of custom audiences, and other advertising use cases like lookalike audiences, retargeting, and exclusion lists.For more information, see Segment's TikTok Audiences Destination documentation.

Predictive Traits, Segment’s new artificial intelligence and machine learning feature that lets you predict the likelihood that users will perform any event tracked within Segment, is now in public beta.For Public Beta, Predictive Traits includes: Likelihood to Purchase Custom Predictive Goals (for example, likelihood to use a promo code, or propensity to add to cart) Predicted Lifetime Value (LTV) You can use Predictive Traits to build audience segments, trigger journeys, or send to downstream destinations—saving data and marketing teams time while improving ad targeting, optimizing campaign performance, and powering better personalization.For more information, request a demo in your workspace and check out the Predictive Traits documentation. 

Twilio Segment is now offering Profiles Sync into General Availability.Profiles Sync makes Twilio Segment’s identity-resolved customer profiles portable. Data teams can easily use Profiles Sync data sets and data models in the warehouse of their choice to enrich customer profiles according to their business needs.Profiles Sync enables data teams to create valuable audiences in the data warehouse that power personalized customer experiences. Profiles Sync can also be configured programmatically via our Public API, is available to all EU workspaces to support GDPR compliance, and is a HIPAA Eligible Service.

Reverse ETL is now in General Availability.Reverse ETL makes it simple to activate data from a warehouse and load it into 300+ downstream destinations.Reverse ETL brings the power of the CDP and the data warehouse together by empowering core business teams and data teams to work together to analyze and act on the same valuable customer data. This enables teams to focus on driving business value, such as optimizing customer acquisition, increasing lifetime value, and so much more.With this release, Reverse ETL: Supports AWS Redshift as a source Can be accessed programmatically through the Public API Is available to all EU workspaces to support GDPR compliance Is a HIPAA Eligible Service