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I'm working on setting up a sunset segment for a clothing brand that sells mainly jumpers.

The brand is highly seasonal, with engagement peaking around winter and dropping off significantly during summer.

It's been tricky to set the timing for the sunset segment because engagement naturally falls off in summer, but I don't want to remove profiles that could still convert when winter rolls around again.

Does anyone have suggestions for setting up a sunset segment that accurately cleans out truly inactive profiles without removing those who may still be potential buyers in future seasons?

Are there any workarounds or combined tactics you recommend to ensure the best results?

Hi @GV123 ,

Thank you for sharing your  query in the community!

Setting up a sunset segment for a seasonal clothing brand can be challenging, especially when trying to balance inactivity with potential future engagement. Here are some strategies you might consider:

  1. Engagement Timeframes: Instead of using a fixed time period for inactivity, analyze engagement over multiple seasons. For example, consider profiles that haven’t engaged in the last two or three winter seasons, rather than just one summer season.

  2. Segment by Engagement Type: Differentiate between types of engagement. For instance, open rates on emails, clicks on product links, and purchases could all be weighted differently. This can help you retain profiles that show some level of interest even if they haven’t made a purchase recently.

  3. Re-Engagement Campaigns: Before officially moving profiles to the sunset segment, run targeted re-engagement campaigns. Offer special promotions or ask for feedback to see if you can revive interest before deciding to remove them.

  4. Loyalty Programs: Consider implementing a loyalty program that incentivizes engagement throughout the year. This can help maintain interest in your brand, even in off-seasons.

  5. Seasonal Preferences: Collect data on user preferences during sign-up or through surveys. This can help you identify customers who may be interested in summer products or who may engage in off-season promotions.

  6. Monitor Trends: Keep an eye on industry trends and consumer behavior patterns. This can help you anticipate when to start reaching out to previously inactive profiles, especially as the winter season approaches.

  7. Dynamic Segmentation: Use dynamic segmentation in your CRM or email marketing platform, allowing you to adjust segments based on real-time engagement data rather than static criteria.

  8. Consider a Grace Period: Instead of immediately removing profiles after a certain period of inactivity, consider implementing a grace period where you continue to engage them for a few months before making a final decision.

By combining these tactics, you can create a more nuanced approach to your sunset segment, minimizing the risk of losing potential customers while still cleaning out truly inactive profiles.


Hope this helps!

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