What is an engaged email marketing segment?

An engaged email marketing segment is a group of subscribers who have recently engaged with your marketing messages and will likely interact with future campaigns. Targeting engaged segments is crucial for high email deliverability and performance.

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How to build and communicate with engaged segments

To get the most out of your engaged segments:

1. Set up your engaged segments based on certain conditions

Start by defining your engaged segments. You may consider engaged segments to include subscribers who have interacted with your messages in the last 30, 60, or 90 days.

While your send cadence to these segments will depend on the size of your lists, campaigns, and industry, the general rule is that you should send to your most engaged subscribers most often and send to your less engaged subscribers less often.

Use your marketing automation platform to create segments based on certain conditions. For example, your email marketing engaged segments may include subscribers who have:

Opted in to receive marketing emails AND
Opened an email at least once in the last 30 or 60 days OR
Clicked an email at least once in the previous 30 or 60 days

You may want to add other relevant conditions, such as recent subscribers, as it’s likely their interest is high.

2. Create and run your campaigns

Run campaigns tailored to your engaged segment preferences or customer’s journey. For example, you message your 30-day engaged segments about:

New product launches: Introduce new products or collections to your most engaged audience.
Limited-time offers: Short-term promotions to create urgency and drive quick conversions.
Personalized product recommendations: Use browsing or purchase behavior to suggest complementary products.

You can message those who have engaged with your brand in the last 60 or 90 days about:

Upsell or cross-sell emails: Provide helpful product recommendations based on something they recently purchased or viewed.
Collection or bundle promos: Promote collections or product bundles that fit their past preferences or buying history.
Referral programs: Encourage your 60- or 90-day segment to refer friends and family for rewards or discounts.
Loyalty program updates: Highlight exclusive rewards, points, or offers available through your loyalty program.
Survey or poll campaigns: Ask for their input on new product ideas or preferences to make them feel valued and involved.
Review or feedback request: Ask customers to leave a review or provide feedback on their recent purchase. Including an incentive, such as a small discount for a future purchase.

3. Track performance

To measure the success of your segmentation and marketing efforts, monitor engagement metrics, such as:

Click rate: The percentage of subscribers who have clicked an item within the email.
Revenue per recipient (RPR): How much revenue each email generates on average.
Repeat purchases: How often customers return to buy again after receiving an email.
Customer lifetime value (CLV): The total value a customer brings through their relationship with your brand.

Pay attention to behaviors like unique clicks on product links, conversion value per click, multiple visits to your site, session duration or pages per visit, or interactions with personalized offers. Tracking these conversion metrics helps you understand when an engaged segment is ready to become a customer, allowing you to send targeted, well-timed messages that can nudge them in the right direction.

3 benefits of marketing to engaged segments

By cleaning up your segments and marketing regularly only to engaged ones, you can expect:

More paying customers: Targeting individuals who have shown interest in your brand will lead to more paying customers and more revenue.
Improved sender reputation and deliverability: When subscribers open and interact with your emails instead of flagging them as spam, inbox providers see you as a reputable sender. As a result, your emails land in customers’ main inboxes.
Repeat purchases: Marketing to engaged segments increases the likelihood of repeat purchases, because you’re sending to people who have your brand top of mind.

Connecting with your engaged segment is simple with Klaviyo. Klaviyo can help segment your subscribers, craft engaging content, and generate clean reports to assess performance and deliverability.