Sticky Tutorial

Engaged Segments

  • 21 September 2020
  • 8 replies
  • 331 views

Userlevel 4
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Sending to engaged customers is crucial to being a successful email marketer. We recommend breaking up your Klaviyo subscribers into 30-, 60-, and 90-day engagement groups. If you send daily, we recommend using a 30-day engaged criteria (using opened or clicked email). If you plan to send to subscribers weekly or monthly, extend the timeframe for opens and clicks to 60 or 90 days.

Monitor your open rates using the engagement report.

 

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8 replies

Badge

Sending to engaged customers is crucial to being a successful email marketer. We recommend breaking up your Klaviyo subscribers into 30-, 60-, and 90-day engagement groups. If you send daily, we recommend using a 30-day engaged criteria (using opened or clicked email). If you plan to send to subscribers weekly or monthly, extend the timeframe for opens and clicks to 60 or 90 days.

Monitor your open rates using the engagement report.

 

kvm74_7cEmIL8S-8QbUpLtGulxA6wFkSKP74MJA8rGlFaWihNX9aizSrpWZHC13Oo1iFNpnFRvjez6YWmxDszht921Lh6ik3f22W50ZFJokqExypOxe11YHyMLjAZoeDNgbR6A0s

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

Userlevel 2

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..

Userlevel 1

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.

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?

Userlevel 4
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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!

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 :)

Userlevel 4
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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.

Userlevel 2

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.. :wink:

 

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