How to Create an Engaged Segment

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Sending to engaged subscribers is a fundamental rule of good email marketing. If you don't, you put your sender reputation and deliverability at risk. Moreover, when migrating from another email service provider (ESP), building an engaged segment is a critical part of warming your sending infrastructure, which you should do before sending to your contacts. Most inbox providers (like Gmail and Yahoo) track how recipients interact with your emails, focusing on things like how many emails bounce or are opened, clicked, and marked as spam. If you send to an unengaged list or segment (i.e. those who haven't opened an email in 3-6 months), inbox providers will start placing your emails in spam for all recipients.

The key to deliverability success is to follow best practices. Send to an engaged segment and you'll watch open, click, and conversion rates climb. In this article, you will learn how to create an engaged segment.

Create an Engaged Segment

Use Klaviyo's segment builder to isolate engaged profiles. This means that you will not send to your main list, but instead to a segment of engaged customers only.

If you send daily, the segment definition will be: Customers who have clicked or opened an email at least once over the last 30 days.

In the example below, you'll see an OR condition that includes subscribers added to your main list in the past 15 days — this is to meant to capture subscribers who were recently added to your list and may not have opened or clicked an email from you in the past 15 days.

If you very recently added an integration (Mailchimp, Constant Contact, etc.), these contacts will be included in the segment, even if they are much older. Thus, only include this OR condition if you have been collecting new subscribers with Klaviyo for 15 days or more.

If you send weekly or monthly, lengthen 30 day criteria to 90 days to be more inclusive. Then, monitor your open rates using the Engagement Report.

Also, if you are migrating from a previous email service provider (ESP) that has a native integration with Klaviyo, add engagement criteria for your previous email service provider to the segment. Klaviyo has integrations for the following ESPs:

Adjusting Your Engaged Segment for iOS 15 Updates

With the September 2021 release of iOS 15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple changed how they handle email privacy. This will affect any email client checked via the Mail App on the Apple iPhone using iOS 15. With this rollout, you may see an artificial inflation of email open rates due to the preloading of email images, including tracking pixels.

Thus, you may want to change the criteria you use to create an engaged segment if you fall into these categories:

  • You have lists over 1,000 subscribers
  • Much of your audience (over 20%) are using Apple Mail. (Note: you can use the “Email Opens by Email Client” report in the Custom Reports Library to better understand your audience breakdown).

We suggest that you instead use engagement data like clicks, purchases, on-site activity, and mobile interactions to create your segment. This way, machine opened emails will not skewer your engagement data.

View of an engaged segment created with clicked email, active on site, and placed order at least once in last 30 days

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