Successful marketing starts with focusing on the right audience. While every brand has its own approach, following a few proven practices will help you keep your contact list healthy and effective.

Focus your efforts on engaged subscribers, re-engage those who’ve gone quiet, and give one final attempt before marking contacts inactive. If there’s still no response, it’s best to unsubscribe them to protect your deliverability and audience quality.

In this article, we’ll share a few segment ideas to help you measure your contacts’ activity and identify their place within your marketing strategy.

Two main parameters contribute to the definition of engaged contact: engagement with your marketing messages and purchase behavior. Both parameters are equally important since hearing and knowing about your brand lead to better brand recognition and generate more orders.

One engagement to start with is identifying who your frequently engaged contacts are. You can use the following filter groups:

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.

It happens that a customer places an order in your store but never engages with your marketing email messages. If you notice such behavior, you don't need to delete that contact immediately. Instead, you may try to approach them through a different channel, such as SMS, Push Notification, or Facebook.

Identifying these contacts, you can send them special campaigns or Win-Back automation.

Create a segment to include contacts whose Subscription status is Subscribed to Email channel, who have Placed order at least 1 time in the last 3 months, and have not Opened a message at least 1 time in the last 3 months where Channel is Email.

The opposite of the previous segment may also occur. A customer may actively engage with your emails but never purchase from you.

To identify such contacts, create a segment with Subscription status is Subscribed to Email channel and who have Opened message at least 3 times in the last 3 months, where Channel is Email and Marketing Activity Type is Campaign.

You may create different segments → send different personalized campaigns → then check the Reports section to understand your contacts' preferences better. In the Click-map, you also see what pieces of your newsletters bring the most interest.

Every contact added to your list has a lifetime. It starts when the customer opts into your marketing and continues until they become completely inactive. It would be best to consolidate all the efforts to capture those contacts' attention somewhere in between.

With contacts that have been unengaged for some time, 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 them from your sending lists.

Create a segment of all contacts whose Subscription status is Subscribed to Email channel and who have not Opened message at least 1 time in the last 3 months, where Channel is Email and Marketing Activity Type is Campaign.

As with any other segment, you may change the time frame to suit your marketing strategy. However, the earlier you identify the engagement, the more time you'll have for the action.

If your customers don't re-engage after all your efforts, it is better to unsubscribe them. Emailing old and inactive contacts will harm your sender's reputation. Be ready to respond quickly to market changes.