What is Engagement segment?
An engagement segment is a group of subscribers defined by how recently they opened, clicked or purchased, used to decide who receives which campaigns.
A common setup is a core group active in a recent window, a wider group active over a longer period, and a lapsing group with no activity beyond that. Windows should reflect how often your customers buy.
Mailing the most engaged people first and most often supports sender reputation, because positive signals outweigh the neutral or negative signals from inactive contacts.
Open data can be unreliable because of privacy features, so combine opens with clicks and site activity when defining engagement.
A worked example.
A hypothetical homeware store keeps a segment of people who clicked or bought in the past ninety days. Big promotions go there first, and a wider group of people active within a longer window receives a smaller number of campaigns.
Common mistakes.
- Relying only on opens
- Using one fixed window regardless of the buying cycle
- Never reviewing who falls out of the segment
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