Digital engagement: segment fans by email behaviour
Digital engagement: segment fans by email behaviour
Section titled “Digital engagement: segment fans by email behaviour”A fan opening your email is already a signal. A click is a stronger one. Starting to buy a ticket and leaving halfway through is a clear recovery opportunity. This category gives you the criteria to act on each of those interest signals.
What digital engagement criteria can you use?
Section titled “What digital engagement criteria can you use?”| Criterion | What it represents | When to use it |
|---|---|---|
| Email opens | Fan who opened a specific campaign or any email in a period | To re-engage those who showed interest |
| Link clicks | Fan who clicked a link inside an email | To identify those most interested in a specific event |
| Conversions | Fan who completed the target action after a campaign (purchase, registration…) | To exclude them from the sales campaign or run an upsell |
| Abandoned cart | Fan who started the purchase process and did not complete it | To launch a recovery campaign within 24–48 hours |
| Unsubscribe | Fan who opted out of communications | To always exclude them from all sends |
| Bounce / spam complaint | Email that bounced or fan who marked the message as spam | To manage deliverability and protect your sender reputation |
How to use the email opens criterion
Section titled “How to use the email opens criterion”An open is the most basic interest signal. Imagine you sent a presale campaign for an indie festival in Madrid and you want to follow up with those who opened but did not buy: you build a segment with fans who opened that specific email AND do not have a ticket. That group already showed interest (they opened) but did not go through to purchase, so a follow-up with more urgency or additional information may convert them.
What does the link clicks criterion do?
Section titled “What does the link clicks criterion do?”A click is a much stronger intent signal than an open alone. A fan who clicked the buy button but did not complete the transaction is in a state of high motivation. You can segment specifically for fans who clicked a particular link in an email to follow up with a personalised message — for example, a discount code expiring in 24 hours.
What is abandoned cart used for?
Section titled “What is abandoned cart used for?”Abandoned cart is one of the most valuable signals in the entire criteria catalogue. A fan who started the ticket purchase process and did not finish has a clear purchase intent: they almost paid. Imagine that in your next Barcelona ticket sale, 8% of visitors to the checkout process do not complete it. With the abandoned cart criterion you can identify those fans and send them a recovery email within the first 24 hours, when their purchase intent is still high. Well-executed abandoned cart campaigns have conversion rates 5 to 15 times higher than a standard sales email.
How to use unsubscribe and bounce to protect your reputation
Section titled “How to use unsubscribe and bounce to protect your reputation”Fans who have opted out or whose emails bounce must not receive any send. Using these criteria as exclusion filters in every campaign is a fundamental deliverability best practice. As well as complying with data protection regulations (GDPR), it prevents damage to your sender score, which ensures the rest of your emails reach the inbox.
Summary
Section titled “Summary”- Digital engagement measures interest signals in your communications: opens, clicks, conversions and abandoned cart.
- Abandoned cart is the highest-intent signal and delivers the highest conversion rates in recovery campaigns.
- Unsubscribe and bounce are mandatory exclusion filters to protect your deliverability.
- Combine engagement with attendance or spend criteria to build even more precise audiences.
Next step
Section titled “Next step”Abandoned cart recovery campaigns are a standard practice in e-commerce and ticket marketing. For reference data on recovery rates, you can consult the Klaviyo documentation on abandoned cart flows.