How to create an engaged segment

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Learn how to create an engaged segment, which can help you follow deliverability best practices and improve your open, click, and conversion rates. 

Sending to unengaged subscribers puts your sender reputation and deliverability at risk. Moreover, sending to an engaged segment is a critical part of warming your sending infrastructure when you first begin using a new email service provider. 

Create an engaged segment

Create a segment with the following definition: 

  • If someone is in or not in a list > is > in [your main list]
    AND
  • What someone has done or not done > Opened email > at least once in the last 30 days
    OR
  • What someone has done or not done > Clicked email > at least once in the last 30 days
    OR
  • If someone is in or not in a list > is in [your main list] > and was added in the last 15 days

If you send infrequently, consider using a long time period (e.g., 60 days rather than 30). 

If you very recently migrated from another platform to Klaviyo (e.g., from Mailchimp or Constant Contact), 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.

A Klaviyo engaged segment

If you're curious when it's best to connect conditions with AND versus OR, head to our AND vs. OR guide

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:

With the release of iOS15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple Mail Privacy Protection (MPP) changed 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 identifying these affected opens in your individual subscriber segments.

For complete information on MPP opens, visit our iOS 15: How to Prepare for Apple’s Changes guide.

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