Using Engagement to Improve Deliverability

1

Audience > Segmentation > Segmentation Builder

• Create a new segment called "Engaged_1Month_Walkers" using these criteria:

  • Contact Profile > Group Membership. Select the Group "Master_Email", 

  • Contact Profile > Profile Attribute. Select Activity Preference "Walking".

  • Email Activity > Link Clicked. 

    • Clicked: Yes

    • Link Type: Any Link

    • Additional criteria: Group

    • Group name: "Master_Email".

    • Number Of Occurrences: Greater than 0.

    • In Timeframe: 

      • Relative Date Range

      • Relative to Run Date: Before Run

      • From: Before, 1 month before run date

• Save and Publish

For more information, see Segmentation Builder.

2

Content > Email > Email Messages

• Edit the message called "Walking Promotion"

• Click Prepare Sendout to set the Group to "Master_Email", and then select the Segment created in Step 1: "Engaged_1Month_Walkers".

3

Audience > Segmentation > Segmentation Builder

• Create a new segment called "Inactive_6Months" using these criteria:

  • Contact Profile > Group Membership. Select the Group "Master_Email", 

  • Email Activity > Received. 

    • Received: Yes

    • Additional criteria: Group

    • Group name: "Master_Email".

    • Check Membership: Yes

    • Number Of Occurrences: Greater than 0.

    • In Timeframe: 

      • Relative Date Range

      • Relative to Run Date: Before Run

      • From: Before, 6 months before run date

  • Email Activity > Link Clicked. 

    • Clicked: No

• Save and Publish

For more information, see Segmentation Builder.

4

Automations > Whiteboards

• Create a recurring Whiteboard called "Reactivation Campaign" with the following criteria:

  • Setup > Recurrence Rules: every 3 months

  • Whiteboard Audience: 

    • Group name: "Master_Email".

    • Segment: "Inactive_6Months"

  • Send Email: 

    • Email Message: "Reactivation Email"

For more information, see Whiteboards.

5

Audience > Segmentation > Segmentation Builder

• Copy the segment "Inactive_6Months", rename it to "Inactive_12Months" and change the timeframe to:

  • In Timeframe: 

    • Relative Date Range

    • Relative to Run Date: Before Run

    • From: Before, 12 months before run date

• Save and Publish

6

Automations > Whiteboards

Create a recurring Whiteboard called "Remove Inactive" with the following criteria:

• Setup > Recurrence Rules: every 12 months

• Whiteboard Audience: 

  • Group name: "Master_Email".

  • Segment: "Inactive_12Months"

• Add To / Remove From Group:

  • Membership Change: Remove or Unsubscribe from Group

  • Remove from Group: Specific 

  • Group: "Master_Email"