Segmentation strategy must continuously evolve as per the marketing needs and performance metrics. At the same time, segmentations must be dynamic to include new users and exclude unengaged ones. Follow the below best practices to get better results from your segmentation strategy:

• Segment the audience based on user engagement activity such as active, less active, seasonal, inactive, etc. 
• Tailor the send frequency that works for each different cohort as listed below:
  • For most active users send 3 to 4 emails a week
  • For less active users send 1 email a week
  • For seasonal users send emails once a month
  • For new users send emails as per the onboarding flow
  • For inactive users:
    • Send retargeting emails once a month.
    • Retire if they remain unengaged even after sending retargeting emails.
  • Sunset the inactive users:
    • Continued lack of activity may be because users no longer use that email address or might no longer be interested in the brand, or email communications.
    • Reach out to the users via other channels and stop sending emails to them.
    • Mailbox providers suspend unused mailboxes if they haven’t been used in a period. After bouncing them for a while, they convert them into spam traps. So, if the ISPs themselves have a sunsetting in place, it’s imperative that the senders/marketers also have these in place.
      
      • For example, if a user never opened the emails even after receiving dozens of emails in over 6 months, it’s best to send some other communication to them.
• Limit the frequency of non-transactional emails.
  • If multiple event triggers and flow campaigns are active, users may receive multiple emails per day.
    • It’s best to limit non-transactional emails to a maximum of 1 per day or 2 per day.
  • You can ignore frequency capping for important campaigns such as policy change, purchase confirmation, and delivery updates.