Commonly Used Segments

About Inactive Profiles

Excluding inactive profiles from your sendings is very useful when trying to avoid spam traps, and will allow you to safeguard your deliverability rate. Read more about Consent Management and deliverability...

If you would like to create a segment for Profiles that haven't interacted with your Email tool activities in some time, it is important that you first consider what you would define as an inactive Profile.

Active profiles are those who are actively engaging with your brand. They open and perhaps even click your emails, browse your website every now and then and overall are a part of your Email Reports.

Inactive profiles, on the other hand, can be tricky to identify. This is due to the fact that different businesses may have different definitions of what constitutes an inactive profile. It is important that you are able to differentiate between a historically and a periodically inactive profile.

Periodically inactive profiles are those who may spend a significant amount of time without interacting directly with your brand, whether it comes to your website or email communications. These profiles may engage with you every now and then, whether it is to complete a purchase that they only do every so often, or happened to check their email after an attractive campaign. They may, as well, not engage with your brand in any way for a specific period of time, for whatever reason, but are likely to interact with your brand again in the near to mid-term future.

Historically inactive profiles have been inactive either since the moment that they first opted-in to your communications, or for a long period of time. There is a very low likelihood that these profiles will engage with your brand in the mid-term future, and by sending email communications to them you may end up hurting your deliverability rate. Historically inactive profiles are more likely to report your emails as spam, especially if they have a hard time locating your unsubscribe links.

 


 

Historically Inactive Profiles

If you would like to create a segment for Profiles that haven't interacted with your Email tool activities in a very long time, take a look at the following methods.

Click on an item below to expand:

First Method: Opens or Clicks

First Method: Opens or Clicks

You may apply the following setup to your segment in order to create an inactive profile segment.

This setup will consider the complete response data history of the profiles, since they opted in to your communications until the moment you use the segment.

These two segments are equivalent, so you only need to use one of them.

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Second Method: Opens and Clicks

Second Method: Opens and Clicks

You may apply the following setup to your segment in order to create a historically inactive profile segment.

This setup will consider the complete response data history of the profiles, since they opted in to your communications until the moment you use the segment.

For more details on how to set up time conditions for an inactive profiles segment, take a look below at Periodically Inactive Profiles below.

These two segments are equivalent, so you only need to use one of them:

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Periodically Inactive Profiles

If you would like to create a segment for profiles that haven't interacted with your Email tool activities during a specific period of time, take a look at the following example.

The setup for a segment that targets periodically inactive profiles is not much different from the historically inactive profiles segments shown above. However, the main difference is that you must adjust the condition settings for the segment conditions in order to consider a specific point in time.

1. After dragging the condition into the row, click on the gear icon (  ) to open the condition settings.

2. Next, click on the When tab.

3. Expand the drop-down menu and select a time period that suits your segment.

Repeat this process for all the segment conditions that you consider necessary.

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Profile Location Data

To create a segment that targets profiles with a specific geographical location, it is important that you use all sorts of data that might be available in the Profiles. This, of course, depends on what you have chosen to store in your Audience Profiles, which is set up in Data Sections. Read more about attributes and tags in Data Sections...

However, if Profiles are providing their personal data in various shapes, like a city, country, postcode, there are different ways to make sure that you make the most out of the existing data points.

For example, given that some Profiles don't contain a value for a City attribute, but do contain a value for a Postcode attribute, you can make sure to target the right Profiles by creating a row that specifies a range of postcode numbers that correspond with a specific city.

This is also possible by using the country code in mobile numbers, and other sorts of data collected with consent about a profile's website interactions.

Take a look below. This segment will return profiles whose City attribute equals Malmö, along with those whose Postcode attribute is between 20001 and 21775 (exclusive to the Malmö area):

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