If a customer hasn’t engaged with one of your emails beyond a certain time frame, you can class these customers as inactive and remove them from your mailing list.
Cleaning your mailing list from inactive customers means you can avoid sending emails to unresponsive customers and instead reach active and interested customers who are more likely to engage. The more your emails are engaged with, the more this helps maintain and improve your deliverability.
Having clean data also means you can more effectively report, track and segment your customers in future.
🥣Makes: An autotag to identify un-engaged customers
⏲️Cooking time: Prep 30 mins | Cooking 10 mins
Outcomes 🤩
- Find and remove inactive customers.
- Increase your email deliverability.
- Avoid sending emails to unresponsive contacts.
Ingredients 🥕
- Customer lists
- Contact Preference: an email contact preference linked to Dotdigital
- Autotags: ways of labelling your customer records automatically based on specific criteria, e.g. potential duplicate = true
Prep 🥄
- Build a customer list using your email contact preference in the pre filter.
- In the main filter, add a local Marketing segment to filter to customers who haven't clicked a link in any email in the last 2 years (730 days).
- In the main filter also add a Purchasing segment to filter to customers who haven't made a purchase in 2 years (730 days).
- Update the count to see how many customers have not engaged.
- In the Output add the following metrics: Email Address, Date Created, Never Booked, Booked Once, Wks Since Last Order, Wks Since Last Visit, Wks Till Next Visit.
- Export the list and use the metrics to analyse how long ago these customers last booked and visited. Refine your criteria until you are happy that you have identified your unengaged contacts.
Cook 🍳
- In a new autotag set up, create a new customer criteria (individual) using the criteria you have refined during the prep stage. If a customer no longer meets the criteria for the autotag (for example, if they make a purchase) they will automatically be removed.
- Use the autotag to create a global segment.
- When creating customer lists, add the Global Segment and check the Not box to filter out your unengaged contacts.
Bon Appétit!
Once you've removed potentially bad email addresses, this should reduce the likelihood of spam complaints, improve your sender reputation, and enhance your overall email deliverability.
You may also want to pair this recipe with a Mailing List Re-engagement program to try and win these customers back. If you do make sure to create the autotag in your synced tag group.