How to use segmentation during recovery (start small)?

Recovery segmentation strategy:

• Phase 1: Minimum viable audience
• Only users who engaged in last 30 days
• Confirmed, high-quality opt-ins
• Small volume, high engagement expected
• Phase 2: Cautious expansion
• Add 60-day engagers after initial improvement
• Monitor metrics carefully
• Pause expansion if issues appear
• Phase 3: Moderate expansion
• 90-day engagers
• Continue monitoring
• Slower pace of expansion
• Exclusions during recovery
• 6+ month non-engagers (may never include)
• Unknown or questionable sources
• Previously complained addresses
• Conservative segmentation protects recovery progress.
• Start with your most loyal customers. Expand only when trust is reestablished.