Smart Engagement-Based Segments

Letterhead automatically builds dynamic segments based on subscriber engagement, so you can send to your most engaged readers or re-engage inactive ones without any manual list management. What you see depends on how your account sends. Either way, find them under Audience > Segments, labeled and marked with a lock icon.

The available segments

Newsletters on the original audience builder get segments in 30-, 60-, and 90-day windows, and each shows how many readers it currently holds:

• Active Openers — opened at least one newsletter in the time frame.
• Active Clickers — clicked any newsletter link in the time frame.
• Inactive Subscribers — neither opened nor clicked in the time frame.

Accounts that send through the company audience get six engagement categories instead: Loyalists, New & Engaged, Casual, Fading, Ghosts, and Single Newsletter. The 30-, 60-, and 90-day segments above don’t exist for those accounts. Counts show on the Segments tab of a newsletter’s Audience page; the company-wide Segments tab shows the categories without counts.

On those accounts you can also pick Everyone but Ghosts when you schedule a newsletter — everyone who opened at least one of your last 10 issues. It shows up in the scheduling Audience dropdown rather than on the Segments tab.

How they behave

• They update automatically — subscribers move in and out based on their recent engagement.
• They work like any other segment when scheduling a newsletter — pick one from the Audience dropdown. They aren’t currently available as an export scope; export your whole list instead if you need that data.
• They can’t be edited or deleted — see Can I Delete Segments or Tags? If you need different rules or windows, create a custom segment instead.

Why use them

• Better targeting — send to subscribers who actually engage.
• Re-engagement — identify inactive readers for win-back campaigns, or let List Optimization manage them for you.
• Deliverability — mailing engaged readers protects your sender reputation.

You can also chart how any saved segment engages over time — opens, clicks, and click-to-open against your whole-audience baseline. See Working in Audience for the rest of the Audience toolkit.