Engagement is a serious factor in your reputation and affects whether or not your emails arrive in the recipient’s inbox 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).
Here's a simple way to segment based on engagement:
Segment | Definition |
Highly engaged | Engaged in the last 90 days |
Active | Engaged in the last 90 - 180 days |
Inactive | Not engaged for 180 days |
Invalid / Bounced | Email addresses unable to receive mail |
Highly engaged
These contacts could be regularly engaged with your campaigns or newly engaged contacts who have signed up and just started receiving them.
You should continue to email this segment as normal.
Setting up a highly engaged segment
Go to: Customer > Segment explorer > Filter Customers and add the following condition:
- Customer Attributes: Accepts marketing - which is - opted in
AND
- Email Activity: date of last opened email - after (relative) - 90 days ago
AND
- Email Activity: date of last clicked email - after (relative) - 90 days ago
OR - when you select this you'll create a block within the filter.
- Web Activity: last visited - after (relative) - 90 days ago
See also: Customer filter: AND OR logic
Click Save as new segment, name the segment and save it as dynamic.
Actively engaged
These contacts haven’t engaged with your campaigns for a while, but it hasn’t been long enough to give up on them.
Setting up an actively engaged segment
Go to: Customer > Segment explorer > Filter Customers and add the following condition:
- Customer Attributes: Accepts marketing - which is - opted in
AND
- Email Activity: date of last opened email - before (relative) - 90 days ago
AND
- Email Activity: date of last clicked email - before (relative) - 90 days ago
OR - when you select this you'll create a block within the filter.
- Web Activity: last visited - before (relative) - 90 days ago
Add another AND condition here to create another block for:
- Email Activity: date of last clicked email - after (relative) - 180 days ago
OR
- Web Activity: last visited - after (relative) - 180 days ago
Inactive engagement
These are contacts who have not engaged with your emails for at least six months despite any re-engagement strategies you have tried.
You can set up the segment below and either:
- Try to re-engage those contacts once more
- Exclude those contacts from your campaigns, or;
- Set up as a static segment to delete those contacts from Ometria.
See also: How to segment out unengaged new subscribers
Setting up an inactive engagement segment
Go to: Customer > Segment explorer > Filter Customers and add the following condition:
- Customer Attributes: Accepts marketing - which is - opted in
AND
- Email Activity: date of last opened email - before (relative) - 180 days ago
OR - when you select this you'll create a block within the filter.
- Email Activity: date of last clicked email - before (relative) - 180 days ago
Invalid contacts
There are several reasons you might have some invalid contacts in your data, e.g. a new sign-up might have mistyped their email address, or that contact has stopped using that email address.
Ometria automatically adds any contacts who soft bounce three times to your account suppression list.
See also:
When new contacts sign up they don’t always then engage with your campaigns straight away.
This might be for any number of reasons, such as:
- The contact only signed up to receive a new subscriber discount
- A bot has signed up the email address, potentially a spam trap
There are several ways to reduce fake sign-ups, e.g. using ReCaptcha or double opt-in.
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