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.

Contents

Engaged contacts
Win-back opportunities
Sunsetting Segment

Engaged contacts

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

In the first Segment, we suggest adding all the parameters defining your contacts' engagement. We have different dates in the Segment settings, indicating different levels of importance for each of the mentioned actions. Filters used are:

All contacts whose Subscription status is Subscribed to Email channel + who have Placed an order at least 1 time in the last 60 days;

OR

All contacts who have Clicked on message at least 1 time in the last 45 days + where Channel is Email;

OR

All contacts who have Opened message at least 1 time in the last 21 days + where Channel is Email.

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 your best solution.

🚀 These contacts are the most engaged ones; if they didn't purchase from you yet, sending a small incentive is all needed to convert.

Win-back opportunities

Recent purchasers that didn't engage with your marketing

It also happens that the customer places an order in your store but never engages with your marketing emails. It doesn't mean you should delete that contact immediately if you notice such behavior. Instead, you may try to approach them through a different channel, such as SMS or Facebook (learn about Facebook Custom audiences). You should also ensure your customer understands that he subscribed to your marketing and may benefit from the discounts you send.

You may add a notification to your Signup form or transactional messages to achieve that. Filters used are:

All 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 3 last months where Channel is Email.

📈 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 occur - the customer engages with your emails but never purchases from you. Filter you can use are:

All contacts whose Subscription status is Subscribed to Email channel + who have Opened message at least 3 times in the last 3 months where Channel is Email and Type is Campaign.

🕵️‍♀️ 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 understand your contacts' preferences better. In the Click-map, you also see what pieces of your newsletters bring the most interest.

Sunsetting Segment

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. It would be best if you consolidated all the efforts to capture those contacts' attention somewhere in between.

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 them from your sending lists. The suggested Segment is:

All contacts whose Subscription status is Subscribed to Email channel + who have not Opened message at least 1 time in the last 3 months where Channel is Email and Type is Campaign.

As with any other Segment, you may change the time frame to something more appropriate. However, the earlier you identify the engagement, the more time you'll have for the action.

💡 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 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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