Understanding how your subscribers behave is the foundation of any effective email marketing strategy. Engagement segments in TouchBasePro handle the categorisation automatically, so you always have a clear picture of your list's health without manual digging.
How Engagement Segments Work
Engagement segments sort subscribers by their most recent activity, an open or a click. There are six segments:
- Active: Opened or clicked in the past 30 days.
- Engaged: Last active between 30 and 90 days ago.
- Unengaged: Last active between 90 and 180 days ago.
- Dormant: Last active between 180 days and 12 months ago.
- Zombies: Last active more than 12 months ago.
- Ghosts: Never opened or clicked any email, with 12 or more months passed since the first send.
Your sending frequency and business model will shape which segments matter most to you. If you send monthly, the Engaged segment is likely more relevant to your day-to-day decisions than the Active segment.
Subscribers Not Included
Not every subscriber lands in a segment. A subscriber may be excluded if they have not received any emails yet, have never opened or clicked within the first 12 months, or subscribed recently enough that the segments have not yet calculated.
When Engagement Segments Update
The Active segment updates in real-time. All other segments refresh daily at 8 am UTC. If you have just signed up for a monthly subscription, allow up to 48 hours for the initial calculation to complete.
Engagement segments are available to monthly subscription clients only. If you are currently on pay-as-you-go credits and want to switch, contact us at solutions@touchbasepro.com.
Viewing Engagement Segments
Segments appear at the top of your subscriber list page, giving you a quick read on overall list quality. Click any segment to see the subscribers in it and access export options.
How to Use Engagement Segments
Segments are a practical tool for list management and campaign planning. A few ways to put them to work:
- Reward your most active subscribers with exclusive content or early access offers.
- Build re-engagement campaigns targeting Dormant or Zombie subscribers before writing them off.
- Protect your sender reputation by focusing sends on Active and Engaged audiences, and suppressing Ghosts.
Knowing where each subscriber sits in the activity cycle lets you make better decisions about who gets what, when. That means better open rates, lower spam complaints, and a healthier list over time.
Book a demo with one of our business developers to see engagement segments in action and find out how they can improve the way you manage your email marketing.
Frequently asked questions
- What is the difference between Zombies and Ghosts in TouchBasePro engagement segments?
- Zombies are subscribers who were active at some point but whose last open or click was more than 12 months ago. Ghosts are subscribers who have never opened or clicked any email, with at least 12 months passed since their first send.
- How often do engagement segments update?
- The Active segment updates in real-time. All other segments refresh daily at 8 am UTC. New monthly subscribers should allow up to 48 hours for the first calculation.
- Are engagement segments available on pay-as-you-go plans?
- No. Engagement segments are only available to monthly subscription clients. Contact solutions@touchbasepro.com if you want to move from pay-as-you-go credits to a monthly plan.
- Why would a subscriber not appear in any engagement segment?
- A subscriber may be excluded if they have not yet received an email, have never engaged within the first 12 months, or signed up recently enough that the segments have not yet run their initial calculation.