How to create an engaged segment of email subscribers
You will learn
Learn how to create an engaged email segment, which can help you improve your open, click, and conversion rates.
Sending to unengaged subscribers puts your sender reputation and deliverability at risk. Moreover, sending to an engaged segment is a critical part of warming your sending infrastructure when you first begin using a new email service provider.
Before you begin
Creating an engaged segment is key a strong email marketing program and deliverability. For your regular sends, you should focus on the profiles included in your engaged segment as they are more likely to interact with your email which gives your brand a strong sender reputation.
For large promotions (e.g., Black Friday, product release, etc.), you can consider expanding your sending lists, but for your regular campaigns, engaged sending is essential.
Create an engaged segment
Create a segment with the following definition:
- If someone can or cannot receive marketing > can receive > email marketing > because person subscribed
AND - What someone has done or not done > Opened email > at least once in the last 30 days
OR - What someone has done or not done > Clicked email > at least once in the last 30 days
OR - If someone can or cannot receive marketing > can receive > email marketing > because person subscribed > and subscribe date is in the last 15 days
Note that the final criteria, specifying if someone subscribed recently, is optional. Including this in your segment definition can ensure brand-new subscribers who haven't had a chance to open an email yet are still included in the engaged segment.
If you send infrequently, consider using a long time period (e.g., 60 days rather than 30 days).
If you very recently migrated from another platform to Klaviyo (e.g., from Mailchimp or Constant Contact), these contacts will be included in the segment, even if they are much older. Thus, only include this OR condition if you have been collecting new subscribers with Klaviyo for 15 days or more.
If you're curious when it's best to connect conditions with AND versus OR, head to our AND vs. OR guide.
Also, if you are migrating from a previous email service provider (ESP) that has a native integration with Klaviyo, add engagement criteria for your previous email service provider to the segment. Klaviyo has integrations for the following ESPs:
- Mailchimp
- Constant Contact
- ExactTarget
- Campaign Monitor
With the release of iOS15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple Mail Privacy Protection (MPP) changed the way that we receive open rate data on your emails by prefetching our tracking pixel. With this change, it’s important to understand that open rates will be inflated.
If your campaign analytics show a large number of iOS openers, we suggest identifying these affected opens in your individual subscriber segments.
For complete information on MPP opens, visit our iOS 15: How to Prepare for Apple’s Changes guide.
Additional resources
- How to clean your email list to maintain good deliverability
You will learnLearn how to clean your email lists to avoid sending to contacts who aren’t interested in your content. This process allows you to keep in touch with the subscribers who are most engaged with your messages, so you are seen as a trusted sender with a good reputation.
- Understanding which warming process to use in Klaviyo
Learn how to choose the right warming process in Klaviyo, so you can establish a strong initial sender reputation and be viewed favorably by inbox providers.
- Understanding email deliverability
Learn about email deliverability, including the steps you can take to establish a strong sender reputation so that your emails are delivered to the inbox.
- Segment conditions reference
Learn more about segment conditions, including how to filter your conditions and more. When building segments in Klaviyo, conditions are the building blocks that you customize to either include or exclude certain sectors of your audience. In a nutshell, profiles will only appear in your dynamic segments when they meet the specific conditions you make when creating the segment.