How the definition of Engagement can vary across product types.

  • 9 March 2023
  • 4 replies
  • 74 views

Userlevel 4
Badge +7

I am interested in your thoughts on list cleaning and the definition of Engagement.

 

There are many different business types using Klaviyo; daily deal sites, multi department eCommerce, fast fashion eCommerce all of which would expect an Engaged customer to open much more regularly than those with longer interval between re purchase eg Kitchen cupboards, Car Showrooms, etc.

 

We are in the online eyewear niche (mid to high end) and as majority of customers will have an eye test every 24 months and usually same for repurchase interval ( though our job is to increase frequency and indeed those who purchase online do so more frequently) we don’t expect them to open every email if they have just splashed out 300 usd on glasses that they expect to be all they need for 15-18 months. Therefore in such cases lack of open should not necessarily = unengaged, just uninterested..? Therefore suppressing all profiles without an open in 90 days may mean losing valuable profiles that would start to open emails again once they are in correct phase of buying cycle?

 

I would appreciate your thoughts.

 

Sean


4 replies

Userlevel 5
Badge +18

@SeanMcC this is definitely a great conversation to have! We have similar brands that have high price points, and on a simple level, we keep a 90 Day Engaged Segment that we usually send our “everyday” emails (not every day, but our non-sale emails). We then do a full list - we have smaller list - sends when we have a sale we want to announce. If we send follow-up sale emails, we revert back to that 90 Day.

 

I would be interested to hear what some other strategies are in this area, so thank you for asking!

 

-Chelsea

Userlevel 4
Badge +7

@chelsgrove Thanks for your reply. Yes, that is how we are setting up our engagegd list as opened an email in the last 90 days or clicked in last 120 days.

 

A further question along this topic is when do you think we should consider an email so unengaged that we should suppress if only to reduce our spend on Klaviyo?

 

Sean

Userlevel 3
Badge +8

If a subscriber has not engaged with your emails for an extended period, it's essential to evaluate the cost-benefit of continuing to send them emails. You need to consider the cost of sending emails to subscribers who are not interested in your brand, versus the potential revenue you may generate from those subscribers in the future.

For example, if you have a high-frequency email campaign where you send multiple emails a week, you may consider suppressing subscribers who haven't opened any emails in the past month. In contrast, if you send emails less frequently, you may choose to wait a little longer before suppressing subscribers.

It's important to keep in mind that suppressing subscribers who have not engaged in some time can be a cost-saving measure, but it can also impact your overall email deliverability and engagement rates. So it's crucial to find a balance between suppressing inactive subscribers and maintaining a healthy email list.

Ultimately, the decision to suppress an email depends on your business goals and the specific circumstances of your email campaign. You may want to consider running tests to determine the optimal suppression timeframe for your subscribers, ensuring that you don't suppress subscribers who may still become active again in the future.

 

Userlevel 7
Badge +43

@SeanMcC,

 

This is a very interesting conversation but engagement and customer journey are not always the same thing.

For certain type of products, highly priced, one time buy products you might want to rethink the strategy indeed.

For example, if you sell matrasses it normally wouldn't make sense to keep emailing people about a new matras sale (they might even feel bad if they've already bought at full price)… that is unless… you want or can be more specific to their needs. I would start creating specific email flows or segments that specifically cater to their needs. Unless you know they also have kids and might need a new matras there or you have additional products you can upsell it does not make much sense to add them to newsletters unless you're able to tailer specific to them… a specific offer for an additional product.. a guide on how to maximize the lifetime or take care of their product.. referrals, reviews, register their product for warranty, get additional insurance etc

 

Now you're also talking about customer journey, about when people might want to place a second order. This is something you can get out of the data you already have and target people based on this.

 

On the other hand, not sending anything for 3 years and expecting those customers to not see your emails as spam might just be very high so you should always find a middle road.

 

You could still send out specific deals in sale periods just be relevant to them and cautious to overdo it.

 

Omar Lovert // Polaris Growth // Klaviyo Master Platinum Partner

We help with e-commerce growth through CRO, Klaviyo and CVO

Reply