By Engagement (Active, Inactive, Lapsed)

The most important segmentation strategy for deliverability. This section explains how to group users by when they last opened or clicked, allowing you to send more mail to your active fans and less (or different) mail to your inactive users.

15 questions in this topic

Why should I segment my list by engagement level? What is engagement-based segmentation? How do I define "active," "inactive," and "lapsed" subscribers? What metrics define “engaged” vs “inactive”? What kind of content should I send to highly engaged subscribers? What kind of content should I send to less engaged subscribers? How does engagement segmentation improve deliverability? How to segment based on open/click behavior after MPP? How to balance engagement segments for frequency optimization? How to create “recently engaged” audiences dynamically? What are “winback” vs “retention” segments? How to suppress unengaged users without deleting them? What is an “at-risk” segment and how is it tracked? How to combine engagement scoring with validation data? What is the ideal re-engagement trigger?

Questions about By Engagement (Active, Inactive, Lapsed)