Sending Email Campaigns Based on Subscriber Engagement

Subscriber Engagement & Email Campaigns Overview

Sending emails to unengaged contacts can harm your sender reputation and deliverability, as it may lead to spam complaints or unsubscribes. To help you maintain a good reputation, Yotpo Email allows you to identify and exclude unengaged subscribers with one click. In this article, we will guide you through the process of sending email campaigns based on subscriber engagement.

Explaining Unengaged Contacts

Unengaged contacts refer to subscribers who have shown minimal or no interaction with your email campaigns over a certain period of time. They may not open your emails, click on links, or take any desired actions. These contacts are considered less responsive and may negatively impact your email marketing performance.

Based on the analysis of subscriber engagement levels and campaign frequency, we can exclude these contacts from your campaign audience. This ensures that your campaigns reach engaged subscribers, maximizing their effectiveness and enhancing your overall marketing strategy. Not only that, but also contributes to maintaining a positive sender reputation with Internet Service Providers (ISPs).

Defining Unengaged Contacts

We define engagement based on how recently a contact interacted with your emails, - by subscribing, opening, or clicking a message, for example. Based on that, each contact is grouped into one of three levels:

• Highly engaged: Contact has interacted in the last 60 days. These are contacts you can send your campaigns to regularly without concern.

• Moderately engaged: Contact has last interacted between 60 and 180 days ago. We recommend emailing them only once a month.

• Low engagement: Contact hasn’t interacted in over 180 days. We recommend sending to them no more than once every 6 months.

To help protect your sender reputation, Yotpo checks how many contacts in your audience are unengaged. If that number is high (over 25% of your selected audience), we’ll reduce the risk of additional unsubscribes and spam complaints by shrinking your send list. We do this by gradually removing the least engaged contacts, starting with those in the low engagement group, and then, if needed, the moderate engagement group, so your campaign reaches only the most responsive recipients.

Note

This process only applies if you’ve selected the option to exclude unengaged contacts during campaign setup.

When does this option appear?

The option to exclude unengaged subscribers will appear in the campaign builder only if both of these conditions are met:

• At least 2% of the selected audience is unengaged.

• There are at least 100 unengaged contacts in total.

Example: If your campaign is targeting 5,000 contacts, at least 100 of them (more than 2%) must be unengaged for the feature to appear. If only 50 are unengaged, the option won't show — even if they make up more than 2%.

This helps you easily exclude less-engaged recipients and maintain a healthy sender reputation.

Excluding unengaged contacts from your audience

To make sure your campaign is sent to your most engaged subscribers, you need to follow these simple steps:

1. Create a new email campaign or open a draft.

2. Select your target audiences in the Send to box.

3. Select your unengaged segments in the Don’t send to box.

4. If you have smart sending enabled, the Skip contacts who got an email from you in the last “x amount of” hours box below is automatically checked. You can uncheck this box .

Important

The number of unenaged contacts is calculated at the time of scheduling and is subject to change when sending the campaign.

The more you skip unengaged contacts, the better your campaigns will perform! You'll see a boost in deliverability rates and overall performance. To improve your email deliverability even more check out our best practices article.