Although we always say that every brand is unique, we ask you to follow the same practices:
- send your marketing to engaged contacts;
- use every single opportunity to re-engage with your customers;
- give the last try, before indicating your contacts as inactive;
- unsubscribe inactive contacts.
In this article, we'll suggest a few Segments that will help you measure your contacts' activity and find the right place within your marketing strategy.
Two main parameters contribute to the definition of the engaged contact: engagement with your marketing and purchase behavior. Both of these parameters are equally important since hearing and knowing about your brand will lead to better brand recognition and will generate more orders.
In the first Segment, we suggest adding all of the parameters defining your contacts' engagement. We have different dates in the Segment settings, therefore indicating different levels of importance for each of the mentioned actions.
Of course, the dates in the Segment settings can be changed and adjusted to your customer life cycle. If your offerings are seasonal, this Segment won't be the best solution for you.
🚀 These contacts are the most engaged ones, if they didn't purchase from you yet, sending a small incentive is all needed to convert.
Recent purchasers that didn't engage with your marketing
It also happens that the customer places an order in your store but never engage with your marketing emails. If you notice such behavior, it doesn't mean that you should delete that contact right away. Instead, you may try to approach them through a different channel, such as SMS or Facebook (learn about Facebook Custom audiences). You should also make sure your customer understands that he subscribed to your marketing and may benefit from the discounts you are sending.
To achieve that, you may add a notification to your Signup form or transactional messages.
📈 You need to put an effort and find the right approach to engage with these customers. Although they have purchased from you, they didn't start the dialogue with your brand.
Marketing enthusiasts that never purchase
The opposite may also take place - the customer engages with your emails but never purchased from you.
🕵️♀️ These contacts engage with your brand just because they love your content. Therefore, your goal here is to make it even more relevant.
You may create different Segments and check the Reports section to get a better understanding of your contacts preferences. In the Click-map, you also see what pieces of your newsletters bring the most interest.
Every contact added to your list has its lifetime. It starts when the customer opts-in to your marketing and continues until he becomes completely inactive. Somewhere in between, you should consolidate all the efforts to capture those contacts' attention.
Here you may go All-in with discounts and special offers. Don't be afraid to engage different channels and give your customers time to show at least some activity. But, after all, be ready to call them Inactive, and remove from your sending lists.
As with any other Segment, you may change the time frame to something more appropriate. However, the earlier you identify the un-engagement, the more time for the action you'll have.
💡 As for now, Omnisend doesn't have the possibility to Segment your contacts based on the automations performance. However, you may start tagging the contacts that enter your browsing sequences and account for that in your Segmentation. This information is also time-sensitive. After adding a tag, make sure to remove it after some time.
If your customers didn't re-engage after all the efforts, it is better to Unsubscribe them. Emailing to old and inactive contacts will harm your sender's reputation. Be ready to respond to the changes in the market quickly.
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