Overview

A fundamental rule of excellent email marketing is to send to engaged subscribers. If you don't, you're jeopardizing your sender's reputation and deliverability. Furthermore, when migrating from another email service provider, creating an engaged segment is an important component of warming up your sending infrastructure, which you should accomplish before distributing to your contacts.

Most email providers keep track of how recipients interact with your emails, such as how many emails bounce or are opened, clicked, or designated as spam. If you send to an unengaged list or segment (those who haven't opened an email in the last 6 months to a year), email providers will start marking your emails as spam for recipients.

Following best practices is the key to deliverability success. Send to a highly engaged audience, and you'll see an increase in open, click, and conversion rates. You will learn how to create an engaged segment in this post.

1. Use a pre-built engaged segments



Use AVADA Marketing Automation's Segments to isolate engaged users. This means you will not create a segment for your whole list but only those who have shown engagement to your website or products.

If you send daily, this segment in definition will consist of those who have clicked or opened your emails at least once during the last 30 days. In the image above, you can see that we already have a preset segment called Most engaged email subscribers in the Presets page. This will automatically generate a new segment containing email subscribers whose last activity occurred in the last 30 days.

If you send monthly or weekly, then your segment of engaged subscribers may be slightly different. Lengthen 30 days to 90 days can make a lot more sense. Then, right below, you can find another preset for Active email subscribers which are email subscribers whose last activity occurred in the last 90 days. Click on the preset segment to create a new segment of these engaged subscribers.

2. Create your engaged segment

If you have your own criteria of engaged subscribers, then head back to the Segments page and create a new segment with your own filter. Click on the Create segment button and scroll down, you will see two options to find engaged subscribers: Last Opened Email and Last Clicked Email.



Then, you just need to write in the number of days that is suitable for your business. You can choose equal to, greater than, less than, or even a data range to filter out the exact subscribers that you consider engaged.



Click on Update and now you have a customized engaged segment. Remember to frequently send campaigns to these engaged subscribers and try to convert them into paying and even loyal customers.
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