Courting the Slow-to-Open with ListManager

Some email marketing experts out there think that your hottest email leads may actually come from recipients who are slowest to open your messages. The theory is that if a person saves your message for later, they’re probably a more interested in it than the read-and-delete crowd. While such experts are often noticeably short on evidence to back the theory, we admit it’s an interesting idea—and one that’s incredibly easy to test using ListManager.

Here’s how to create a segment based on when your recipients are opening and/or clicking on your messages:

1. Go to the “Segments” section of ListManager



2. Click on “Create New Segment”

   

3. Enter a name and description for the segment, then click “Insert Clause”



4. Since you’re basing this segment on an action taken, click the “Action” tag at the top of the insert clause area.



5. From here, select whether you want the segment to be based on the users who opened your message, or those who clicked on any of the links in the message. (Note: clickthrough is generally more reliable than open data.)




6. From the drop-down list, select the specific mailing on which you want to base this segment. Locate the “ In the previous X days ” field and enter how many days you want to go back.

View more ListManager tips and tricks.