Skip to main content
All CollectionsSEGMENTATIONCONTACTS SECTION
Segmentation - Contacts section
Segmentation - Contacts section

Learn how to use segmentation of engaged and unengaged customers in your contact base

Kinga Klimczak avatar
Written by Kinga Klimczak
Updated this week

The implementation of the new segmentation in the system is taking place in stages.

The Contacts section will be made available gradually to a larger and larger pool of customers - so if you don't see this tab yet, don't worry!

It will soon appear in your account :)

Segmenting an e-commerce email base is a key element of an effective marketing strategy. It involves dividing the list of subscribers into smaller groups with similar characteristics, which makes it possible to send more personalized and relevant messages. Such personalization increases customer engagement, improves the effectiveness of marketing campaigns and contributes to sales growth.

With edrone's new segmentation, you'll reach the right customer segment even more precisely and engage your base in the right way!

Engagement of contacts

Contact engagement in e-commerce is critical to the success of any marketing campaign. Higher levels of engagement mean that customers are more interested in an offer, more likely to open and click on emails, leading to higher conversions and loyalty. Effective strategies, such as personalizing content and segmenting the email base, can significantly increase engagement, thereby improving sales results and customer satisfaction.

1. Click on Contacts section

Click on Contacts section

2. Engaged clients section

Engaged clients section

3. Unengaged clients section

Unengaged clients section

In the CONTACT section, you will find 2 customer segments:

  • Engaged - these are contacts who interact with your store within a certain timeframe, whether by opening emails, viewing products, adding them to their shopping cart or buying them. These are the most valuable customers who actively engage with your store, so by sending newsletters only to them, you can more effectively nurture the results of your campaigns.

  • Unengaged - Unengaged contacts are contacts who, within a certain timeframe, have not made any interaction with either the emails or the store's website, whether by opening them, browsing, adding products to a shopping cart or making an order. Sending emails to these unengaged contacts can negatively affect email reputation. It is recommended that you use re-engagement automation to try to re-engage these contacts or unsubscribe them if they still show no interest.

Engagement tracks your contacts' interactions with your emails and store page, such as opening, viewing, adding to cart and ordering. Use this data to optimize your email campaigns by targeting engaged contacts and managing unengaged ones with re-engagement automation. This strategy keeps your open rate (OR) and click-through rate (CR) high, and prevents emails from being marked as spam.

In the statistics, you will also find information about the percentage of contacts' engagement by subscription status. The statistics are updated on a regular basis.

Example:

in the entire subscriber base, we have 93.25% of contacts engaged, while 6.74% of contacts are unengaged

1. Percentage of customers engaged

Percentage of customers engaged

2. Percentage of customers unengaged

Percentage of customers unengaged

In the statistics you will also find the % last 30 days - it shows how each group has changed in the last 30 days (how many contacts have arrived or left to another group, or unsubscribed).

1. Percentage group change in the segment of engaged customers

Percentage group change in the segment of engaged customers

2. Percentage group change in the segment of unengaged customers

Percentage group change in the segment of unengaged customers

In the segment you will also find indicators such as:

  • AOV - Average Order Value - How much on average your customers spend per order.

  • ACV - Average Customer Value - This is how much your customers spend on average.

  • TBO - Time Between Orders - This is how much it takes your customers, on average, to order again

Additional possibilities

Subscription status

The engaged contacts tab gives you the ability to segment engaged, and unengaged customers based on their subscription status.

  • Subscribed - customers who have agreed to your marketing communications. To them you send your marketing campaigns and transactional messages

  • Unknown - customers who provided their data, e.g. by making an order in the store, but did not subscribe to the newsletter. To them you can target marketing automation communications from the Engage section, or configure communications in Custom Flows

  • Subscribed + unknown - the sum of both of the above statuses

1. Click on Subscribed

Click on Subscribed

2. Select the appropriate subscription status

Select the appropriate subscription status

Time frame

Set an engagement timeframe to determine which contacts are active and which are inactive, based on your store's typical sales cycle and order frequency. Choose one of the options below, or if you're not sure, use the default value of 180 days.

1. Click on edit time frame tab

Click on edit time frame tab

2. Select the range from which you want to verify the interactions of contacts in the database

Select the range from which you want to verify the interactions of contacts in the database

Audience group in Newsletter Hub

In the Recipients section, you can select a specific segment to which you want to target your marketing campaign.

Newsletters should only be sent to engaged subscribers, as this approach increases the effectiveness of marketing campaigns. Engaged recipients are more likely to open, read and respond to messages, leading to higher open and click-through rates.

Sending newsletters to active subscribers reduces the risk that emails will end up in the spam folder, which can negatively affect the sender's reputation. Focusing on an engaged audience also helps build customer loyalty and increases the chances of conversions, which translates into better sales results.

In the audience section, you can specify the customer segment to which you want to send your campaign.

Remember to send newsletter messages only to subscribed customers who have consented to marketing messages.

In the audience section, you can specify the customer segment to which you want to send your campaign


Need more help?

If you have any further questions do not hesitate to contact us via chat or at hello@edrone.me

Did this answer your question?