Follow up with the people who acted.
Open a campaign you sent and save the people who clicked, the people who opened without clicking, or the people who didn’t open. Send the next campaign to them. Opens by security scanners never count. When the next campaign launches, the segment becomes a fixed audience, so the audience and the report describe the same people.
A segment that keeps moving is a report you cannot read.
Segments on most platforms are live queries. That sounds like a feature until you try to explain a report. The campaign went to “engaged subscribers”, but the definition kept changing while the campaign sent, so the audience count on the report does not match the one you launched with, and the open rate is calculated against a moving denominator. Nobody can say who the campaign actually reached.
SendTo separates the two ideas. A segment is who did what with a campaign you sent. When a new campaign launches against it, the platform resolves it once into a fixed audience, and that audience is what the campaign sends to and what the report measures. The segment keeps up with the old campaign. The new campaign’s audience stays fixed.
It also makes engagement-first sending simple, and engagement-first sending is the fastest way to build a new domain’s reputation: the next campaign goes to the people who clicked the last one.
From any campaign you sent
Open a sent campaign and save who clicked, who opened without clicking, or who didn’t open. The platform counts the people before you save, and leaves out anyone who has unsubscribed or is suppressed. Then launch the next campaign to the segment, or resend to the people who didn’t open.
- Clicked, opened without clicking, or didn’t open
- Counted before you save
- Unsubscribed and suppressed left out
● Automated 12.1%
Scanners never count as customers.
| Variation | Subject line | Human opens | Clicks |
|---|---|---|---|
| A · winner | Your six-month check-up is due, {first name} | 33.2% | 7.4% |
| B | Six months already? Let’s keep that smile on track | 29.6% | 6.2% |
Frozen at launch
When a campaign launches against a segment, the platform takes a snapshot: the audience is fixed, and every number on the report is measured against it. Someone who opens the old campaign tomorrow is in the next launch, not this one. The report is honest because the denominator does not move.
- Snapshot taken at launch
- Report measured against the snapshot
- The segment keeps up with the old campaign
Three follow-ups partners send
Clicked: the next offer goes to the people who acted on the last one. Opened, didn’t click: the same offer from a different angle. Didn’t open: a resend with a new subject line. To reach part of a list rather than a campaign’s audience, narrow the list in the campaign builder by any column you imported, the email domain, the mailbox provider or the verification result.
- The next offer to the clickers
- A new angle for the openers
- A new subject for the rest
Send to the right people, and prove it on the report.
Better numbers, faster
Engaged-first sending builds a new domain’s reputation quickly and produces open rates a client is proud to see in month one.
Reports that add up
The audience count on the report is the audience the campaign went to. The client never reconciles two numbers.
Less mail to people who never wanted it
Following up with the people who acted, not the whole list, protects the domain and, quietly, the client’s brand.
A follow-up to the people who clicked is the second campaign every new client gets from us now. It is the fastest way I know to make a domain look good.
Questions
What can a segment be based on?
A campaign you sent: the people who clicked it, who opened it without clicking, or who didn’t open it. To reach part of a list instead, narrow it in the campaign builder by any column you imported, the email domain, the mailbox provider or the verification result.
Does the segment update after launch?
The segment does, as the old campaign’s results come in. The new campaign’s audience does not. The report measures the audience the campaign actually went to.
Are unsubscribed or suppressed addresses excluded?
Yes. Anyone who has unsubscribed, or is suppressed anywhere on the platform, is left out.
Do segments count human opens or all opens?
Human opens only. Opens by security scanners never make a subscriber look engaged when they are not.
Send to the right people. Prove it on the report.
Follow up with the people who acted.
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