# Segment by engagement

> Group contacts by what they do - opens, clicks, silence - to protect deliverability and lift conversions.

Source: https://www.kualo.com/knowledgebase/contacts-audiences/segment-by-engagement
Updated: 2026-06-10

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Engagement segmentation groups contacts by what they do - who opens, who clicks, who's gone quiet - rather than just who they are. It's one of the most powerful things you can do with your list, because it lets you send based on real behaviour.

## Why it matters

Profile data answers "who is this person?" Engagement answers the more useful "how do they interact with us?" - and acting on that pays off in four ways:

- **Better deliverability.** Inbox providers watch engagement; keep sending to people who never open and your reputation (and inbox placement) drops. Focus on active contacts to protect it.
- **Higher conversions.** Someone who clicked your last three campaigns is far likelier to act than someone silent for six months. Aim your best offers at the engaged.
- **Fewer unsubscribes and complaints.** Over-mailing the disengaged is the fastest route to opt-outs. Dial frequency back for them, or run a win-back.
- **Better-spent budget.** Every send costs something; engagement segmentation puts that spend where people are paying attention.

## The engagement signals you can segment on

| Criteria | What it means | Example |
|---|---|---|
| **Opened** a message | Opened a specific campaign, or any campaign in a window | Everyone who opened your last announcement |
| **Did not open** | Didn't open a campaign, or any in a window | People who missed an important update, for a re-send |
| **Clicked** a link | Clicked any link, or a specific one | High-intent contacts who clicked your pricing link |
| **Did not click** | Received but didn't click | Opened-but-didn't-click, for a different call to action |
| **Engagement frequency** | Number of opens or clicks over a period | Separate your most active from the occasionally engaged |
| **Last engagement date** | Date of their most recent open or click | Anyone quiet for 90+ days, for a win-back |

## Build an engagement segment

1. Select **Audience**, then **Contacts**.
2. Choose your list.
3. Select **Create a segment**.
4. Name it something descriptive, like "Engaged - last 30 days" or "Inactive - 90+ days".
5. Choose **Email activity** or **Click activity** as your condition.
6. Set the time window (last 30 days, last 90 days, or a custom range), and whether it applies to a specific campaign or any campaign.
7. Combine conditions with AND / OR to refine - for example, "opened any email in the last 30 days AND clicked at least one link".
8. Check the matching count, then click **Save and exit**.

The segment updates dynamically as people's engagement changes.

## Ways to use it

**Reward your most engaged.** A segment of people who opened and clicked a few times in the last 30 days is your group for early access, exclusive discounts, or a loyalty programme.

**Win back the dormant.** Build a segment of contacts with no engagement for 90+ days and run a focused win-back ("We miss you - here's 20% off"). If two or three attempts don't land, consider suppressing them to protect your deliverability.

**Tune your frequency.** Tier your audience - highly engaged can take your full calendar; moderately engaged get just the important sends; the inactive drop to monthly or a re-engagement flow.

## Tips

- Start simple: just "engaged" and "disengaged", then expand.
- Layer engagement with profile data for precision ("highly engaged AND purchased in the last 60 days").
- Revisit your definitions quarterly - engagement shifts.
- Suppressing the chronically disengaged isn't losing audience; it's protecting everyone else's inbox placement.

## Troubleshooting

**Zero contacts** - you need sent campaigns to generate data, tracking mustn't be blocked, and the date range has to cover active campaigns. Allow 24-48 hours.

**Contacts not entering as expected** - check your AND/OR logic, widen the time window, and confirm open and click tracking is on.

**Open tracking looks off** - privacy features can inflate opens and some clients block them entirely, so lean on click activity when accuracy matters.

For the simpler version, see **[Create segments](/knowledgebase/contacts-audiences/create-segments)**.

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_Source: Kualo Knowledgebase — https://www.kualo.com/knowledgebase/contacts-audiences/segment-by-engagement · © Kualo Ltd._