Internet Service Providers (ISPs) are always evaluating how you send your campaigns - the content that you send and your subscriber engagement, to see how well you maintain your contact lists. They are doing this to ensure you send relevant information to responsive users only. It’s a perfect time to reassess your content and to filter the emails that generate the most and the least engagement.

Subscribers who don’t engage with your campaigns is the major cause of complaints, spam traps, and hard bounces. If you don’t take action, you email may find itself in a lower position in an inbox, or be banished to the spam folder immediately.

We all want to have a great ROI from email campaigns! However, sending messages to inactive subscribers can affect that negatively. Clean your lists regularly and send content only to contacts who are most engaged. 

 

Segmenting engaged contacts

We noticed that clients who purchased something from your shop recently and subscribed to your newsletters are the ones willing to get your promotional messages.

Here are some recommendations, how to segment your contacts to know which ones are the most engaged:

  1. Create different segments starting with customers who bought a product in the last 7 days and keep the timeframe growing
  • Placed order at least once in the last 7 days
  • Placed order at least once in the last 14 days
  • Placed order at least once in the last 21 days
  • Placed order at least once in the last 30 days
  • Placed order at least once in the last 45 days
  • Placed order at least once any time

2. Combine your last segment “Placed order at least once any time” with a segment dedicated to customers who clicked your campaign

  • Placed order at least once any time + Clicked campaign link in any campaign that was sent in the last 7 days (2 separate segments)
  • Placed order at least once any time + Clicked campaign link in any campaign that was sent in the last 14 days (2 separate segments)
  • Placed order at least once any time + Clicked campaign link in any campaign that was sent in the last 21 days (2 separate segments)
  • And keep the time frame growing

3. After you send a campaign to contacts who clicked any campaign link any time, you should add one last segment for the opens

  • Placed order at least once any time + Clicked campaign link in any campaign that was sent any time + Opened any campaign that was sent in the last 7 days (3 separate segments).
  • Placed order at least once any time + Clicked campaign link in any campaign that was sent any time + Opened any campaign that was sent in the last 14 days (3 separate segments).
  • And keep the time frame growing

Here is a short video with examples on how to create each of the mentioned segment rules based on last 7 days period:

And remember one golden rule - quality always wins over quantity. Send content to engaged subscribers only and your deliverability will increase significantly!
 
If you have any questions, please write to at support@omnisend.com.

 

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