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.
9/20/21 Update: with the release of iOS 15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple will change the way that we receive open rate data on your emails by prefetching our tracking pixel. With this change, it’s important to understand that open rates will be inflated.
If your campaign analytics show a large number of iOS openers, we suggest adjusting your engaged segment definition to use other signals of engagement like clicks, purchases, or site activity.
For complete information on ways to potentially mitigate these Apple open changes, visit our iOS 15: How to Prepare for Apple’s Changes guide.
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: