What is an “at-risk” segment and how is it tracked?

An at-risk segment identifies subscribers showing early warning signs of disengagement. They're still technically active but trending toward lapsed.

Typical signals include:

Engagement declining over time. They used to click regularly, now rarely.

Longer gaps between interactions. Last click was 60 days ago when it used to be weekly.

Opening but not clicking. They're scanning but not compelling enough to act.

Reduced email-to-website ratio. They're engaging less deeply than before.

Track through engagement scoring or tier movement. If someone moves from \"highly engaged\" to \"moderately engaged,\" flag them. If click frequency drops below historical averages, note it.

Set up automated monitoring. Most ESPs can track engagement changes. Build alerts or automated segments that capture contacts whose engagement patterns have shifted downward.

At-risk is an intervention opportunity. These subscribers haven't fully disengaged. There's still a relationship to save. Target them with re-engagement content before they go completely silent. Ask what's changed. Offer something fresh. Show you noticed.

Acting early is more effective than waiting until they've been inactive for months. At-risk segmentation gives you that early warning.