Engagement segments

Engagement segments help you monitor your subscribers' level of engagement with your emails. It's important to monitor which subscribers are active and which are not to save money and maintain a high standard of deliverability. 

How do engagement segments work? 

Subscribers in each of your lists are automatically grouped into one of six engagement segments, based on their activity:

• Active — Subscriber last opened or clicked in past 30 days
• Engaged — Subscriber last opened or clicked between 30 and 90 days ago
• Unengaged — Subscriber last opened or clicked between 90 and 180 days ago
• Dormant — Subscriber last opened or clicked between 180 days and 12 months ago
• Zombies — Subscriber last opened or clicked more than 12 months ago
• Ghosts — Subscriber never opened or clicked any email, 12 months or more since the first email was sent

Depending on your type of business and your sending frequency will determine which segments are most beneficial for you. For example, if you only send monthly, your primary indicator of engaged subscribers will be the Engaged segment, not the Active segment.

Subscribers we won't include in your engagement segments

• When they haven't been sent any emails — For example, they subscribed last week and it's another two weeks before your next campaign is due to send.
• When they haven't received any of your emails — This could be due to your emails not reaching the inbox, emails that have soft bounced, or fake or incorrectly formatted email addresses.
• When they don't open an email within the first 12 months of signup — This is because they've never opened an email, which is a requirement for all engagement segments except for Ghosts. If after 12 months they still haven't opened any emails, they will join the Ghosts segment.

How to view your engagement segments

Engagement segments are unique to each list and can be found under your segments tab within each list. 

Click the name of any engagement segment to open a page where you'll see a sample of the subscribers who are in that segment. You can also export subscribers from there.

Important to note

• Percentages displayed for engagement segments are rounded up to the nearest whole number. Because of this, it's possible for a segment to report 0% and still have subscribers in it, as they make up less than 0.5% of your total subscribers.
• Engagement segments are list-specific and not company wide. If you upload a new list, your engagement segments will only be calculated and shown once you start sending to that specific list. 

How to use your engagement segments

• You can choose to send your campaigns to certain engagement segments when selecting your recipients for a campaign. For example, you can send a re-engagement mailer to only your inactive, ghost and zombie subscribers and then send your standard newsletter to your active and engaged subscribers. 
• You can use your engagement segments to remove ghost and zombie subscribers from your database. You can export these segments and bulk remove them from your database. The benefit of doing this is that you don't pay for the storage of these subscribers and by sending to only engaged subscribers you can improve your overall email deliverability. 

If you need any assistance with your engagement segments please contact our support team on support@touchbasepro.com