Let's talk about making email marketing a breeze in your business. Ever heard of an engaged segment? It's a game-changer. This special group of subscribers is where you'll send your weekly email campaigns, and it's going to do wonders for your metrics.
By focusing on this segment, you're keeping your deliverability metrics low and healthy - that's your unsubscribe, spam, and bounce rates. And the cherry on top? Your engagement metrics, like click and open rates, are going to soar.
Understanding Engaged Segments
Step-by-Step Guide to Setting Up an Engaged Segment
Defining The Segement
Implementing Your Engaged Segment
Understanding Engaged Segments
First things first, what exactly is an engaged segment? It's a segment of your email list made up of subscribers who actively engage with your emails. These are the folks who open, click, and show genuine interest in what you're sending. Why is this important? Well, email service providers (ESPs) love it when your emails are engaging. It means you're sending content people want to see, which keeps your deliverability metrics in check and your engagement metrics high. In short, an engaged segment is your ticket to email marketing success.
Step-by-Step Guide to Setting Up an Engaged Segment
First things first, let's dive into your email service provider (ESP). Navigate to the list section of your ESP; this is where the magic starts. For those using Klaviyo, the following steps will look very familiar. If not, don't worry! The principles are the same across most platforms.
In your list section, look for an option to create a new segment. When setting up segments, we use "and" and "or" definitions to specify criteria. An "and" means a subscriber must meet all the criteria listed, while an "or" allows for more flexibility, requiring a subscriber to meet just one of the criteria.
Defining the Segment
- Start by ensuring the subscriber is has opted in to receive email marketing. This is your baseline.
- From here, use "or" to add more layers of engagement. Include subscribers who have opened and clicked an email (excluding Apple MPP opens), been active on your site, viewed a product, placed an order, or started checkout in the last 90 days.
By including a variety of engagement metrics, you cover all bases and account for any potential tracking errors. This ensures your engaged segment truly represents your most active and interested subscribers.
Implementing Your Engaged Segment
Once you've set up your segment, it's time to put it into action. Start sending your weekly email campaigns to this group and watch your engagement metrics improve. Remember, this segment is all about quality over quantity. You're focusing on subscribers who are genuinely interested in what you have to say, which is key to a successful email marketing strategy.
The Author: Sky Bailey
Sky Bailey is an email marketing strategist and educator who helps eCommerce businesses turn subscribers into loyal customers using data-driven strategies that boost engagement, protect deliverability and drive long-term revenue.
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Frequently Asked Questions
How do I know if my 90-day engaged segment is set up correctly?
Check that your segment only includes subscribers who have opened or clicked an email in the last 90 days. Run a quick test by comparing the list size to your total list—if it’s significantly smaller and matches your active subscribers, you’re on track.
Can I adjust the timeframe if 90 days doesn’t fit my business?
Yes. If your product has a shorter or longer buying cycle, you can adjust to 60 or 120 days. The principle stays the same: target people who are actively engaging.
What’s the next step after building my engaged segment?
Start sending targeted campaigns to this list—like product launches, offers, or nurture flows. You can also A/B test subject lines or content here since engaged subscribers are most likely to give you reliable feedback.
