When it comes to maintaining a healthy email list, the secret is quality over quantity. Many marketers falsely believe that success comes from having a large email list, but true success comes from sending to subscribers who are actually engaging with your emails. If you're sending emails to people who are not opening or clicking emails -- or worse, marking them as spam -- this can severely impact your sender reputation and overall deliverability in a negative way.
Springbot recommends only sending emails to engaged subscribers, and we've put a few features in place to help you accomplish this easily.
By default, your engagement threshold is set to 3 months. This is the amount of time that Springbot will take into account to determine if a subscriber is displaying engaged behavior or not. For example, if they opened, clicked, or "confirmed at" an email within 3 months, they would be considered an engaged subscriber. If they did not take any of those actions during the threshold time, they would be considered non-engaged.
You have the option to adjust your engagement threshold if you want to establish a more or less aggressive engagement strategy. Fair warning, a high engagement threshold (over 120 days) will likely damage your sender reputation and adversely impact open rates, bounce rates and other important email metrics.
If you want to change your engagement threshold, you can so do by navigating to the Settings drop-down option from the Store tab on your dashboard.
Under Email setup, you can change the engagement threshold if needed, but we recommend leaving this as the default (3 months).
Engaged & Unengaged Segments and Filters
By default, Springbot will create two segments for you focusing on your subscriber engagement. The Engaged and Unengaged segments can be found by clicking Reports at the top of your dashboard, and then Segments in the sub-menu.
Under the Segments section, you will see your engagement segments:
Engaged Subscribers - Contacts who have opened, clicked or “confirmed at” an email within the set time frame of the engagement threshold.
- Unengaged Subscribers - Contacts who have not opened, clicked or “confirmed at” an email within the set time frame of the engagement threshold.
Not only are these segments a good place to understand your overall engagement, but you can use these segments to help improve your overall sending reputation and engagement.
How can you make the most of this data? We've outlined a few ways to take advantage of subscriber segments below!
Sending an Email to Engaged Subscribers
When sending an email campaign, you always have the option to apply Filters to your campaign to make your message more targeted. By sending your emails to your Engaged Subscribers, this can help improve your sender reputation, inbox placement and overall deliverability rates.
When building your email campaign, you can select your filter on the Configure step. By choosing your Engaged Subscribers segment as the filter, the email will only be sent to contacts within that segment.
Since these are your most engaged subscribers, it's a good idea to incentivize them with offers and promotions, as they are the most likely to open and click on your email which works to keep your sender reputation in good standing.
Sending a Re-Engagement / Winback Campaign
Sending an email targeted toward your Unengaged Subscribers can help to salvage some contacts before deciding to remove them from your email list. It is not recommended to send re-engagement or winback campaigns more than 3 times within 3 months, as this can harm your sender reputation. Rather, these emails are meant to be used as a "last chance effort" to get your at-risk contacts to engage one last time before removing/sunsetting them from your email list.
When building your email campaign, you can select your filter on the Configure step. By choosing your Unengaged Subscribers segment as the filter, the email will only be sent to contacts within that segment.
Even though these subscribers have not engaged within the last 3 months, it's still a good idea to incentivize them with offers and promotions, as this might be what pushes them to open and click your email and will put them into back an engaged standing, which is the goal! For those that remain unengaged, we recommend unsubscribing them from your email lists.
If you’re experiencing email problems such as low open rates or high block rates, skip this step and focus on sending only to engaged until your email metrics improve.
"Sunsetting" Inactive Contacts
After sending a re-engagement or winback campaign, it is highly recommended to remove any contacts who did not open or click on your email. These contacts hurting your sending reputation and have a negative impact on your overall deliverability. Even though removing them can feel like a loss, remember that the secret to a healthy email list is quality over quantity.
To remove inactive/unengaged subscribers, you'll click Email at the top of your dashboard and then Email Lists from the sub-menu.
Here you will see all of the Email Lists in your account. Choose the list that you typically send your emails to. To the far right, you will see three black dots next to each list. Click these dots and choose Export List from the drop-down menu.This will download the entire Email List to a CSV file on your computer.
After downloading the CSV file, filter your CSV by Status to see all your Unengaged Contacts. Next, you'll want to create a new file made up of only these contacts and then will upload that list into Springbot in your Unsubcribe List.
For more tips on how to create and execute an effective email sunsetting strategy, read here.