How to personalize based on engagement history?

Engagement-based personalization uses a subscriber's past interactions-opens, clicks, purchases, browse behavior-to tailor future messages. The foundation is segmentation by activity level: highly engaged subscribers who open and click regularly receive different treatment than those who've gone quiet. This isn't just about different content; it's about acknowledging the relationship state and responding appropriately.

For active subscribers, personalization might mean VIP early access, loyalty rewards, or product recommendations based on purchase history. For lapsing subscribers (engaged 30-60 days ago but quiet recently), send re-engagement content with compelling reasons to return. For dormant subscribers (90+ days inactive), deploy win-back campaigns with stronger incentives and explicit \"We miss you\" messaging. The key is matching your tone and offer to where they are in the relationship lifecycle.

Advanced engagement personalization incorporates recency, frequency, and monetary (RFM) scoring to identify your most valuable segments and customize accordingly. Your best customers deserve recognition; your at-risk customers need attention before they churn. Engagement data tells you how subscribers feel about your brand through their actions-use it to send messages that meet them where they actually are, not where you wish they were.