How to build a “safe send” segment for recovery?
Core criteria:
- Engaged in last 30 days (opens or clicks)
- Never marked as spam or complained
- Multiple engagements (not just one open)
- Recent signup (last 6 months)
Additional filters:
- Confirmed opt-in source
- Organic signup (not co-registration)
- Previous purchases or conversions
- Active account status
Size considerations:
- May be small (that is okay)
- Quality over quantity
- Expand only after success
Maintenance:
- Update regularly based on new engagement
- Remove anyone who stops engaging
- Keep criteria strict during recovery
- Your most loyal, active customers form the foundation of your recovery efforts.
Need personalized help?
Build and monitor your recovery segment step-by-step Open an AI assistant with your question pre-loaded — just add your details and send.
Was this answer helpful?
Thanks for your feedback!