Engaged Segments

I agree engaged segments are very important Julie.. what do you think of adding in events like active on site, viewed product, started checkout, and placed order in the last 30, 60, 90 days, etc…?

I personally like adding these website events in since these contacts are also very engaged even if they aren’t being tracked for email opens, which we all know isn’t 100% accurate. 

For warming up IPs is different, but for most flows and campaigns, these are still engaged contacts worth sending emails to in my opinion.. 

That’s definitely something you can do --layering in behavioral metrics with Klaviyo open rate data will get you a fantastic segment of customers to track after you have properly warmed your new ESP.  For people just starting, we do recommend sending to the 30-, 60-, and 90-day engaged segments.

How are your open rates with this segment? I’d love to hear if you are seeing success with this engaged segment.

Thanks for the advice! :) 

What about newsletters (we sent them out weekly) - should we send to a total list of our newsletter subscribers or break this down into segments? So far, our open and click rates are above the industry open and click rates :)

Hi Eva-

That’s fantastic!  Your content must be absolutely top notch!  For sending, I generally recommend pushing out your engaged segments by 30 days until your open rate starts to dip below 20% -- for example, if you are sending to your 90-day engaged, you can expand that to 120 days and so on. 

Good luck with Black Friday!

Hi

Maybe a bit naïve question, but why just send to the engaged users? Surely it's a vicious cycle if you only send to engaged, the not engaged will never become engaged?

Hey Moor,

You are not wrong here, but deliverability is a balancing act. You cannot only send to engaged users but you also cannot send to everyone all the time. You need to choose when to open your list up to those larger groups. Sales, product launches, and things of those types are emails that get a lot of engagement naturally. So they are great times to send to larger groups of people.

In truth, people are naturally going to fall out of interest with your brand, it’s just a fact of marketing. So for best ROI and to make sure you don’t end up in the spam folder. Keeping a healthy balance of sending to engaged users most of the time, and opening up your list seldomly (to get some unengaged users back into your engaged lists), will help you emails reach the inbox every time.

Keith is spot on!

We always see more engagement and orders when we use engaged segments vs blasting to the full list.. but definitely open up larger campaigns to more people to get them re-engaged.. I even like sending to engaged in 365 days segment once in a while..

Hi Julie.

Can you advise me on what type of mail can be sent to this type of segmentation. Campaigns or can you make a flow?

Thanks

Hi Julie,

I know you mentioned segmenting into 30-, 60-, 90- day groups but that will significantly lower our subscriber list from 50k to around 1k.

Right now we are segmenting based on those who clicked our email in the last 18 months since we still want to capture as many people as possible. What are your thoughts on this?

Thank you!

Hey @blyw,

This would all really depend on your own marketing strategy and business model. As @Keith Lyons and @Travis has mentioned, it would be a juggling act between balancing reaching out to those highly engaged contacts and those not as engaged. As such, I would not advise continuously reaching out to those contacts who you have segmented as engaged within the last 18 months.

Furthermore, emails that have not engaged for over a year are considered unengaged/invalid. Instead of helping your deliverability and building your sending reputation, you can actually put your deliverability at risk. This was mentioned by @wei.he in a similar Community post which i’ve linked below:

Creating segments with a longer length of time will always garner more contacts. However, the quality of these contacts will be diluted and are often times much less engaged. Since it may sound like you have a large number of unengaged contacts, I would suggest periodically list cleaning to identify these unengaged contacts and to maintain the health of your lists. 

David