Overview
This example shows how to reward customers who have been loyal over a longer period and show ongoing engagement.
What qualifies as engaged is defined by the marketer.
Example setup
A marketer wants to thank customers who have been part of a key group for a long time and who show sufficient engagement.
Instead of relying on a fixed system definition, engagement is represented by a custom profile attribute. This allows the marketer to decide which signals indicate loyalty, such as purchase behavior, email interaction, or other relevant criteria.
The segment combines:
long-term group membership, and
a custom engagement status that represents active customers.
The following screenshot shows the finished segment with both conditions applied.
Steps
Create a segment based on Group Membership.
Select contacts who have been members of a specific group for a defined period (for example, three years or more before the run date).
Add a condition based on a custom profile attribute that represents engagement status (for example, Engagement Status equals Active).
Use the segment to send a thank-you message, optionally including a coupon or discount.
Notes
Engagement is intentionally defined by the marketer and can be based on any combination of business-relevant signals.
Alternative: Instead of a custom engagement attribute, predefined Engagement Insights can be used if a standardized engagement model based on aggregated opens and clicks is sufficient.