AW Pro Tools has a new super-power — you can now segment your non-engaged subscribers.
Until today, AW Pro Tools offered an ever-growing list of options to segment your subscribers as they engage with your content — open messages, click links, visit web pages, watch videos, attend webinars, and buy your products.
Starting today, you can use the new “No Engagement” automation trigger to segment subscribers that do NOT engage with your content.
Here’s how you can use it today:
Step 1 — Create a new automation in AW Pro Tools, and select “No Engagement” as the trigger:
Step 2 — Select the action to run on non-engaged subscribers:
As you can see, there are lots of options here. You can unsubscribe (or even flat-out delete) the subscriber. You can also remove them from a Facebook Custom Audience (or add them to one) to improve your ad-spend performance on Facebook.
But – you can also try to win them back by:
- Tagging them and then sending special broadcast messages to them
- Changing the copy they get by setting a value in a custom field
- Moving them to another list
If you’re a real automation ninja, you can even use the Engagement Filter action to run different actions depending on the subscriber’s activity history.
Step 3 — Set the No Engagement Period
A non-engaged subscriber is a subscriber that did not trigger at least one AW Pro Tools automation in a while.
How long is “a while”? That’s for you to figure out. After some number crunching and discussions with our clients, we’ve decided 30 days should be the shortest period of inactivity to consider someone as “non-engaged”.
You can use a longer period if it makes more sense in your specific case.
Step 4 — Configure the automation’s action
Now all that’s left to do is to configure the action you selected for this automation (unsubscribe, move to another list, tag, etc). Nothing special here — it’s just like any other automation.
Step 5 — You’re done!
Once the automation is saved, AW Pro Tools will search for non-engaged subscribers every day.
To make sure we don’t mistakenly identify subscribers as non-engaged, we only consider subscribers that have triggered at least one AW Pro Tools automation when searching for non-engaged subscribers.
The best way to make sure subscribers trigger at least one automation is to setup an automation with the “Opt-in” trigger, or an automation with the “List Sync” trigger – both options will make sure all new subscribers trigger an automation when they opt-in to a list.
