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.