(U) Getting Started with Engagement Based Segmentation

Our machine learning algorithm is constantly working better to understand the best time and frequency to email your subscribers.

You can see a contacts engagement trend on their contact card as shown below.


You can see the breakdown of your audience on this graph on your dashboard.


Let's talk about the engagement trends and how to use them.

New Contact: These are people who you added to your system in the last 90 days. After 90 days of history with a subscriber, the system will build a profile and move them into one of the engagement levels.

Stable, Increasing, Decreasing: This is the active cohort of your subscribers. For a healthy audience, most of your subscribers should be in the "stable" or "increasing" segment.

This means they are continuing to open the same amount of emails they have in the past, or are actually opening more than their baseline. Decreasing indicates subscribers that are losing interest and opening fewer emails than in the past.

Disengaged: These are subscribers who have opened no emails from your organization in the last 90 days. These are people you may want to consider sending less email, since emailing people who don't engage will eventually hurt your sender reputation and make it harder to reach even people who DO engage with your brand's email.

When you schedule an email in Seventh Sense, by default, all your engagement segments are selected as shown below.


When all the boxes are checked, that means everyone on the list you are scheduling will receive your email. 

By unchecking boxes, you can narrow your audience and send to only your New Contacts, or only your disengaged contacts etc.

For example, if you have a more informational email, you may want to save it for only your "Stable," "Increasing," and "New Contact" segments. You could also run a re-engagement campaign, sending attention-grabbing content and randomizing the delivery times to only your "disengaged" subscribers.

There are many strategies you can use, and testing should ultimately guide in deciding the best strategy for your organization. Please reach out if you have any questions, and we'd love to hear how your team is using this feature in your campaigns.

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