Optimising Email Engagement: A Deep Dive into Engagement Segments

In the dynamic world of email marketing, understanding your subscribers’ behaviour is key to delivering impactful campaigns and maintaining a healthy spending reputation. That’s where engagement segments come into play, revolutionising the way you monitor and nurture subscriber relationships. Let’s explore the ins and outs of this powerful tool and how it can transform your email marketing strategy

How Engagement Segments Work

Engagement segments effortlessly categorise your subscribers based on their activity, providing valuable insights into their interaction with your emails. Here’s a breakdown of the six segments:

  • Active:

Subscribers who opened or clicked in the past 30 days.

  • Engaged:

Subscribers were active between 30 and 90 days ago.

  • Unengaged:

Subscribers were active between 90 and 180 days ago.

  • Dormant:

Subscribers were active between 180 days and 12 months ago.

  • Zombies:

Subscribers were active more than 12 months ago.

  • Ghosts:

Subscribers who never opened or clicked any email, 12 months or more since the first email was sent.

Your email frequency and business model will influence which segments are most relevant to you. For instance, if you send monthly, the Engaged segment may be more crucial than the Active segment.

Subscribers Not Included

Some subscribers might not fall into any engagement segment due to reasons like not receiving emails, not opening any email within the first 12 months, or being recently subscribed.

When Engagement Segments Update

The Active segment updates in real-time, while others update at 8 am UTC. If you’ve recently signed up for a monthly subscription, give it up to 48 hours for the segments to calculate. This new additional feature is only available to our monthly subscription clients and should you want to move from pay as you go credits to a monthly subscription, get in touch with us at solutions@touchbasepro.com

Viewing Engagement Segments

Access engagement segments at the top of your subscriber list page, offering a quick overview of your list’s quality. Click on any segment for a detailed view of subscribers and export options.

Utilising Engagement Segments

Engagement segments serve various purposes, from gauging subscriber interest to refining your content strategy. Leverage them to:

  • Reward engaged subscribers with exclusive content.
  • Identify inactive subscribers for re-engagement campaigns.
  • Enhance email deliverability by focusing on engaged audiences.

Email marketing success hinges on understanding and adapting to subscriber behaviour. With engagement segments, you’re equipped to tailor your strategies, nurture client relationships, and ensure your emails resonate with an actively engaged audience. Keep your campaigns vibrant, relevant, and cost-effective by embracing the power of engagement segments in your email marketing journey.

Book a demo with one of our business developers to learn more about engagement segments and how they can change the way you do your email marketing.