You’re about to grow your email list with Grow contacts from Retention.com. You may be wondering “What types of emails should I send?”
Our recommended strategy is to segment the Grow leads and include these net-new contacts into your existing campaigns.
This strategy serves two purposes:
It uses your established campaigns that have already demonstrated success, which maintains consistency and effectiveness.
It maintains high deliverability standards by combining Grow contacts with your current audience pool.
To make it easy, segment these new contacts in your ESP based on engagement. Then, all you have to do is add the segments to your existing email campaigns.
Best practices
Send out campaigns 3 times (or more) per week: This way, when a customer visits your site and we collect their information to pass to your ESP, they'll receive an email from you in a timely manner. This keeps your brand top of mind.
Add them to your educational and promotional campaigns: This material is great content to engage these net-new contacts.
What are the 4 segments?
The 4 segments are designed to help you better target and manage your email communications with different subsets of your audience based on their engagement with your emails.
Retention - Newly Added Leads (Send to): Every Grow contact starts in this segment. This segment is Grow contacts who’ve been identified within the past 30 days and who’ve received fewer than 4 emails.
Retention - Engaged (Send To): Grow contacts who have opened at least one email in the last 30 days.
Retention - Low Engagement (Don’t Send to): Grow contacts who frequently open emails but never click through.
Retention - Non-openers (Don’t Send to): Grow contacts who have received at least 4 emails but never opened.
Step 1: Create segments in OmniSend
Create the 4 segments in Omnisend:
Go to the "Segments" section from the main dashboard.
Create New Segment.
For “Retention - Newly Added Leads (Send to)” segment configure the conditions as: All contacts whose Data source is GE and Date of addition is in the last 30 days who have not message sent at least 4 times in total.
For “Retention - Engaged (Send To)” segment configure the conditions as: All contacts whose Data is GE who have opened message at least 1 time in the last 30 days.
For “Retention - Low Engaged (Don’t Send to)” segment configure the conditions as: All contacts whose Data Source is GE who have Opened message at least 15 times in total and have not Clicked on message at least 1 time in total.
For “Retention: Non-openers (Don’t Send To)” segment configure the conditions as: All contacts whose Data source is GE who have Message sent at least 4 times in total and have not Opened message at least 1 time in total.
Step 2: Add the Retention segments to your existing campaigns
You'll notice that our naming conventions for these segments are designed to help you easily identify which recipient field each segment should be added to.
In the campaign, under Recipients, in the “Send to” field include Newly Added Leads (Send to) and Engaged (Send to).
For the "Don't send to" field, add Low Engagement (Do not send) and Non-openers (Do not send).
To maintain strong deliverability, blend your Grow segments with your regular audiences. This helps balance the naturally varied behavior of Grow contacts with the consistent engagement of your core audience, supporting smooth delivery and a strong sender reputation.
Have questions? Message us on chat, or email us at support[at]retention.com!