By targeting unengaged subscribers, your brand has an opportunity to understand what kind of messages and at what cadence these subscribers prefer to receive messages in order to improve subscriber retention of your overall SMS program.
Benefits of Targeting Unengaged Subscribers
It's an opportunity to re-engage and set expectations. Use this segment to re-engage subscribers by asking them what kind of messages they'd like to receive and at what cadence so you can retain more subscribers while delivering timely and relevant content.
It's cost-effective. Targeting the unengaged pocket of your subscriber base at a lower frequency with more thoughtful messages is more economical for your brand.
Preserve your brand reputation. Subscribers may become less engaged over time. If you continue to text them too frequently, it can leave a bad impression. Give your subscribers the option to opt out of your SMS program in order to preserve your brand reputation.
Before You Begin
To build this segment, follow the steps in Create a Segment.
Additional Criteria
The following section is to highlight criteria your brand can leverage when crafting an unengaged subscriber segment.
Tip: Combine several criteria by using AND and OR connectors to get more granular with your targeting.
Number of Orders equals 0 OR Last Order Date before last 365 days
What does it mean? This will add subscribers to this segment who have either never ordered or haven't ordered within the last year.
Why include it in this segment? We'll use this criterion to target subscribers who have never ordered or have not ordered recently from your brand.
Subscriber Has Clicked not equal to TRUE
What does it mean? This will also include subscribers who have never clicked on any link in your messages.
Why include it in this segment? With upwards of a 98% open rate for SMS, it's important to consider who is actually interacting with your messages or clicking the links included.
Subscriber Created Date before last 180 days
What does it mean? This will add also subscribers who opted into your SMS program longer than 6 months ago.
Why include it in this segment? If a subscriber is relatively new to your SMS program, we want to give them time to begin engaging with your brand.
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