You have probably wondered how to know which of your contacts are no longer bringing any profit to your business. Well, there is an effortless way to filter them. You only need to create a Segment of inactive users and voila - you will see which of your contacts are harming your sender reputation as they are not opening your emails or marking those as spam.


Before you start
Defining inactive contacts
Segment setup

Before you start

  • Segments are available on all of the pricing plans

  • Familiarize yourself with the Email Sunset Policy concept.

  • Note, if you have just created an account with Omnisend, there will be no data about the customers' email activity, and the segmentation rule described in the article will not work. 

  • If you migrate from a different service we recommend creating a Segment of inactive contacts with the service, you were using previously or transferring the information about your customers' engagement.

Defining inactive contacts 

Before we create a Segment of inactive contacts, we need to evaluate collected data and decide what parameters are the most important. In terms of email marketing, the customer that ignored a considerable number of the email you've sent should be considered as inactive. Thirty days of inactivity for a daily sender, 90 days for a weekly sender, and six months for a monthly sender are some good time frames to see if a user still wants your messages. However, you, as a business owner, may want to keep the contacts that placed orders or have visited your store recently.

To start, let's list all of the possible conditions:

  • the customer didn't place any orders for the last # months;

  • you already sent quite a few campaigns to that customer, but he didn't engage with any of them.

Although we mentioned different parameters for the engaged contact's identification, the most important one is whether your customers open your emails or not. Even if they visit your store but do not open any emails, there is no point in sending your emails to them. You may try to approach them with an exclusive offer or through a different channel. If none of those works, maybe this customer just not interested in marketing in general.

Segment setup

We have already specified all of the parameters that can be used to identify inactive contacts. Different combinations of these rules may Segment your customers from utterly inactive to the ones that can still be re-engaged with an exciting and appealing offer.

Utterly inactive contacts

To create a Segment of the contacts that didn't show any activity, you may use both email activity and purchase behavior. You can also use a longer time frame.

Follow the setup video and the step by step guide below to create the segment of Inactive contacts.

If you are using Omnisend for quite some time already, the list of the contacts added to this Segment will be concise. With all of the rules, we applied, only entirely inactive contacts will be added to the Segment. Even though it may sound painful, these contacts are the best candidates for unsubscribing or deletion.

  1. Go to the Audience tab -> click Create segment.

2. Add all necessary filters. The segment rules should be based on your customers' email activity: 

  • not opened email campaign -> in the last 12 months AND 

  • been sent email campaign -> number of campaigns is at least (5, 10, or 20 campaigns, depending on how frequently you send. I.E if you send one email campaign a week, you can surely filter contacts who did not open email campaign in the last 6 months and been sent at least 10 campaigns. This will ensure your new contacts don't get into the segment.

We recommend selecting the last year, but you can go for another period of time as well, like 6 months. Just note the more extended period you leave, the more inactive users you might still leave on your list.

Your filtered contacts will automatically appear below your ruleset to give you a better idea of who exactly is on that segment. Click the Save segment once you are done. 

Important! If you recently migrated from a different service, the Segment may look a bit different.

3. Name your segment. This name is internal and will help you identify the segment in your saved segments list. The best name for this segment would be "Inactive contacts" but you can choose whichever you like.

4. Once you are done with your segment, you will find it under the Saved segments tab. 

Once you have all your contacts filtered, you can unsubscribe or delete them. We recommend unsubscribing, because:

  • changing the status of your contacts to unsubscribe will prevent them from receiving your Email Campaigns. The customer can trigger transactional emails despite his subscription status.

  • if you chose to delete the customer from Omnisend, all information related to the email campaigns activity and the data we've synced from your store would be removed. If you change the status to unsubscribed, Omnisend will keep the information we have collected.

  • by reducing the number of subscribed contacts, you may also reduce the price for your Omnisend subscription.

To unsubscribe or delete the contacts added to the Segment you will need to go to the Saved segment you just created -> select all contacts in that segment > click delete permanently/unsubscribe. Make sure you are not only choosing just the 25 contacts from the first page.

And that's it. Your contact list is clean and healthy now, feel free to send your marketing to the remaining contacts!
Have any additional questions? Feel free to contact us at [email protected].

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