How to Create an Unengaged Segment

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Overview

Sending to engaged subscribers is essential to maintain good email deliverability. That said, it can also be useful to create an unengaged segment to see which profiles need to be excluded from your marketing initiatives, re-engaged, or suppressed during list cleaning. In this article, you will learn how to create an unengaged segment.

Note that if you send to unengaged profiles who haven't engaged with your emails in 3-6 months, inbox providers (e.g., Gmail, Yahoo, Outlook) will start placing your emails in spam.

Create an Unengaged Segment From Your Main List

To create an unengaged segment in Klaviyo, first, head to the Lists & Segments tab of your account and select Create List / Segment > Segment. The main criteria for this unengaged segment is that someone has not actively interacted with your emails and has been a part of your main list for an extended period of time.

You can edit the definition to best reflect your brand and how often you send emails; however, in the example below, unengagement is defined by a 60 day (2 month) timeframe. Using the segment defined below, we are isolating contacts that have been on our newsletter list for at least 30 days, but haven’t opened or clicked a single email in 60 days.

unengaged_segment.png

When the segment definition best suits your business, click Create Segment. Your segment will then be available for you to analyze, exclude from campaigns, re-engage, and more.

Adjusting Your Unengaged 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. 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 expand the criteria you use to create an unengaged segment if you fall into these categories:

  • You have subscriber 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 verify your mail audience breakdown)

Using other engagement data like clicks will help you expand your view beyond open rates, which are potentially skewed by machine opens.

Additionally, if your lists contain a very high rate of Apple Mail subscribers (over 50%), you may want to consider adding purchases, on-site activity, and mobile interactions to your unengaged segment. We suggest setting up these unengaged segments to look at subscriber behavior over at least 60 days or longer if you are using a sunset flow.

View of an unengaged segment setup with zero times having clicked email, active on site, or ordered a product in last 60 days

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