How to work with engagement segments

[suchona.kani.z]

Some emailing tools perform this scoring themselves based on their own algorithms. For example, the calculation in SmartEmailing includes:

Based on the calculation, it then classifies contacts into the following groups :

New: Enthusiastic newcomers – haven't had the opportunity to show enough activity to evaluate engagement yet.
A: Absolute heartthrobs – they open practically every email, click on links in them, or have placed at least one order recently.
B: Richly engaged – above average engaged.
C: Cooling supporters – show average activity.
D: Long-term inactive – they have been losing interest recently.
E: Extremely disengaged – they don't make purchases, don't open emails, don't go to the website, don't fill out forms in the long term.
There's no point in pressuring complete newcomers into buying. Instead, provide them with as much useful information as possible, build trust, and point out all the benefits you offer.

For contacts with low scores, try to communicate their true interest line database and preferences. Ask them directly about how often they want to receive emails and what content they are interested in. By adjusting your email list, the contact may move into a more active segment over time.

For engaged contacts, or contacts with higher scores, you don't have to worry about newsletters with interesting offers. If you also include demographic segmentation, or combine it with segmentation by purchases, you have a great chance of creating perfectly personalized emails .

Try reaching out to long-term inactive contacts with a reactivation campaign to see if it's worth keeping the contact in the database.

It is also possible to segment according to RFM analysis
Segmentation works very similarly to RFM analysis, which focuses on the importance of customers in terms of profitability .