Why create engaged segments?
Engaged segments are groups of customers who engage with your messages within different time intervals. Engagement is defined as opening or clicking an email message. Our basic framework for engagement is to create 3 segments:
- 30-day engaged
- 60-day engaged
- 90-day engaged
People who have opened or clicked a message in the last 30 days are considered your most highly-engaged subscribers. Folks who have done so in the last 60 days are slightly less engaged, and so on. Generally, your 30-day engaged segment will produce the best engagement metrics for an email campaign. These segments are especially important during the warming process, but this concept should also fuel your ongoing sending strategy.
Note: Make sure to include the 'Person is subscribed to email marketing' condition in every segment that you plan to use for email targeting, so that you have a realistic idea of how big the segment is.
Considerations for Apple Mail Privacy Protection
When Apple released iOS15, they launched a feature called Mail Privacy Protection (MPP). This allowed iPhone users who use the Apple Mail app to hide their email engagement data. When a user turns this feature on, Apple Mail automatically opens every single email received, known as a machine open. As you can imagine, this has led to falsely inflated open rates and mildly inflated revenue attribution across the industry.
To help Klaviyo platform users combat this inflation and adjust their measurements to a more conservative estimate, we added a property called Machine Open to every Opened email event. This property shows whether or not the user has the MPP feature turned on. This does not identify whether the open was truly a machine open, it simply identifies the possibility that the event could have been a machine open.
If you want to be more conservative with your engaged segments, you can exclude MPP users from these segments by adding the following filter to your Opened email condition in the segment builder. Note that when you look for this attribute in the segment builder, it will show up under the label Apple Privacy Open (not as Machine Open). See the example segment below:
Learn more about controlling for Mail Privacy Protection users in Klaviyo.