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Create a re-engagement segment for inactive subscribers

Build a segment that targets subscribers who have gone quiet so you can win them back. Over time, some subscribers stop opening and clicking. Rather than keep mailing everyone, you can isolate the quiet ones into their own segment, send them a focused win-back Broadcast, and keep your active audience healthy.

What you'll build​

A reusable, rule-based segment that automatically includes any subscriber who has received recent Broadcasts but shown no engagement (no opens or clicks) within a window you choose — for example, the last 90 days. Because the segment is defined by rules, membership updates on its own as subscribers go quiet or re-engage.

Before you begin​

  • You can create and edit segments in your audience (confirm your account role allows this).
  • Your account has enough sending history for the inactivity window you want — a 90-day rule needs at least 90 days of engagement data to be meaningful.
  • Decide what "inactive" means for you: how long, and whether opens alone or opens and clicks count.
  • Make sure engagement tracking is enabled so open and click data is being recorded.

Steps​

  1. Open your audience and start a new segment.
  2. Add a rule for received a Broadcast in the last N days (for example, 90) so you only target reachable, recently mailed subscribers.
  3. Add a rule for no opens in the last N days, and, if you count clicks, no clicks in the last N days. Combine the rules with "and" so all conditions must be true. (Confirm the exact field and condition names in your account.)
  4. Optionally exclude anyone already unsubscribed or suppressed so you don't waste sends.
  5. Preview the estimated member count to sanity-check the size, then name the segment (for example, "Inactive — 90 days") and save it.

Next steps​

  • Build a win-back Edition and Broadcast it to this segment.
  • After a couple of sends, review results in your reports to see who re-engaged.
  • Consider suppressing subscribers who stay inactive after the win-back attempt to protect deliverability.

Canonical terms: Author, Edition, Folder (Project Folder), Broadcast. See the Glossary.