Smart Segmentation is an inevitable part of Successful marketing. Omnisend offers a vast number of different rules and filters and lets you combine them in any way you prefer. Here, you may segment your contacts based on different channels, engagement with your messages, purchase behavior, and more.
To help you optimize the use of the Segmentation, Omnisend suggests a few pre-set Segment rules. In this article, we will look into each of them and explain how you can start using them
Before you start
Segment Suggestions are available on all pricing plans, but the number of active Segments can be limited.
If you don't have a right to create or view a Segment, the option to create the Suggested segment will be disabled for you.
You can check Top 5 (Easy to set up) Segments in the video recording or look through the instructions provided below.
Setting-up Suggested Segment
In the Suggestions tab within the Audience section, you will find the list of segments with preset names and descriptions.
If you want to get one of the suggested Segments, click on the Create button. Once you do that, the rule from the pre-set will be applied to your audience, and the new segment will be added to your Omnisend account.
Suggested Segments should only give you a grasp of the settings you would want to check, so feel free to change timings, add or remove some of the rules. It is also crucial to understand that some of them may not be a perfect fit for you, as we may not yet have enough information.
For example, if you migrated to Omnisend recently, it won't be possible to filter your contacts based on their engagement with your former ESP. Email activity data should be transferred manually. Check our migration guides for more details.
Most engaged email subscribers
In terms of marketing, a high-quality list is the one with contacts that are interested in your marketing, frequently open your emails, and keep ordering from you. The Segment of the Most engaged email subscribers should contain contacts that qualify with all of these rules.
Let's look into each of them one-by-one:
Subscribed to Email channel. Since only subscribed contacts can receive your promotional emails, that's the first rule we apply.
Placed order within the last 45 days. It is obvious that a recent purchaser should be called as engaged. However, the time period can be changed according to your business average.
Clicked Email Campaign link within the last 30 days.
In this category, we define the contacts that engaged with your marketing emails recently. Although you can add different combinations of the rules to this Segment, check if those contacts purchased anything from you, etc. the information about their engagement with your emails should draw attention. With this Segment, you will see for which contacts your email marketing is working the best.
What's important in the segment settings is that we are checking when your customer opened the email campaign for the last time. In case it was recently, we can call this customer as an active one. We also filter out those contacts that were added to your list recently (within the last 30 days).
To build an effective strategy, you should also understand which contacts are not engaging with your emails, — so you could fire up your Sunset Campaign and clean them out if they prove to be inactive. Cleaning your list from inactive contacts will have two major benefits:
improve your sender's reputation;
reduce the price for your Omnisend subscription.
To Segment out inactive contacts, we have added quite a few rules. Let's consider each of them individually:
Subscribed to Email channel. As we highlighted already, unsubscribing inactive contacts may bring a benefit to your business. However, only subscribed contacts can impact your sender's reputation, and only these contacts can influence your Omnisend subscription price.
Been sent 10 email campaigns. This rule will help us filter out the contacts that were added recently. Only those that received a sufficient number of emails can be called inactive.
Not opened any Campaign within a year. The period for the customers' inactivity is very brand specific, we would recommend going with the smaller number, but to get utterly inactive contacts, no activity in a year should be more than sufficient.
Non-subscribed to email channel
There are many ways to add contacts without an implicit consent to receive your promotional emails, including customers providing their personal information while placing the order, abandoning a cart, or those that create an account in your store. You won't be able to send your promotional emails to these customers, but you can still check the information they have provided or if any of them were active recently.
It is a common situation that some of the customers purchase from you only once, but it doesn't mean that they are not interested in your products anymore. They might keep checking your website or marketing emails but don't have the intent to purchase. After filtering such contacts out, you may want to run a few Win-back campaigns.
We believe that understanding your customers, what their needs are, and when they are more likely to purchase is a crucial aspect of any marketing activity. Segmentation offered in the Suggestions will help you understand how engaged these customers are with your business and also give you some insights on our Segmentation builder.
If you still have any questions or need any assistance, feel free to contact us at [email protected].