Deliverability best practices: Segmenting engaged contacts

Engagement is a serious factor in your reputation and affects whether or not your emails arrive in the recipient’s mailbox or spam folder.

To make sure you achieve good deliverability metrics, start by building a segment with engaged contacts.

We recommend that you only send to contacts that have been engaged in the past six months (180 days).

Build a segment for engaged contacts

Go to: Customer > Segment explorer > Filter Customers:

Add the following condition:

• Customer Attributes: Accepts marketing - which is - opted in

Next create the following conditions:

• Email Activity: date of last opened email - after (relative) - 180 days ago

AND

• Email Activity:  date of last clicked email - after (relative) - 180 days ago

See: Customer filter: AND OR logic

Click Save as new segment, name the segment and save it as dynamic.

Including contacts who didn't engage with your welcome campaign

If you don’t have a welcome campaign or your welcome campaign flow is only a single campaign, add a filter based on sign-up date to the segment to ensure new subscribers are included in the broadcast campaigns:

Using the or function, set up the following condition:

• Customer Attributes: Date subscribed - after (relative) - 30 days ago

Different engagement thresholds for different variants

Deliverability issues are sometimes caused by low engagement from a particular group of contacts in your segment, e.g.:

• Leads engage less than customers
• Men engage less than women
• Customers who made a recent purchase engage more than customers who purchased 6 months+ ago

In this case, we recommend that you create an engagement-based segment for each group.

You can then adjust the ‘opened’ and ‘clicked’ conditions separately for each group, reducing the timeframe for the less engaged group while you work on improving engagement with that group.