How to create a not opted-in segment

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You will learn

Learn how to use segments to identify active profiles in your account that haven't yet explicitly opted in to email marketing. When sending campaigns, it can be useful to exclude this segment from some campaign sends. This can be done in lieu of adding conditions to your target segment to only include opted-in subscribers.

Because there are a number of ways active profiles, or emailable contacts, are added to your account, it is important to exclude not opted-in contacts so that you don't receive high unsubscribe or spam complaint rates. Contacts who are not opted in and are not suppressed can still trigger flows.

Create a not opted-in segment

To create a not opted-in segment: 

  1. Navigate to the Lists & Segments tab
  2. Click Create List / Segment > Segment
  3. Use the following segment definition: 
    • If someone is or is not in a list > is not > in [your list]

A not opted-in segment will contain conditions to exclude contacts in any of your subscriber lists. For example, if you have 3 lists that contacts can sign up to, exclude all 3 from the segment, connecting the conditions using AND. 

A segment of profiles that are not members of any lists

Because segments pull from everyone in your account, this will include anyone who is not on any of these lists, including suppressed profiles. If you would like to exclude suppressed profiles from this segment to get a better idea of the number of emailable contacts, add one more condition to your segment: 

  • AND if someone is or is not suppressed > is not suppressed

When sending campaigns, use the include/exclude feature to ensure that this segment is excluded from your sends. Then, when you're ready to send your next campaign, clone the previous one. Cloned campaigns will inherit the same recipient groups, so you don't have to worry about excluding this segment every single time you create a campaign.

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