First of all, it is important to understand why we should create inactive and super inactive profiles. The main reason is to maintain the reputation of our domain. Good email marketing practices recommend excluding contacts who have not recently committed to our mailings. Inactive and super inactive contacts are those who did not open our emails in the last 120 days and received at least 5 or 10 emails, respectively.

So how can we use these inactive and super inactive profiles? The answer is simple: by making them negative in the shipping settings. This means that we need to remove them from our mailing lists to ensure that our open and click rates are not negatively affected.

How to create idle and super idle profiles

Inactive Profile: NoOpening_120Days_Received5

Go to the Results module
Enter the section User Ranking
Segment inactive contacts from your database:

Configure the following Rules:
- Amount of Shipments: Greater than or equal to 5
- Has not opened a piece in the last: 120 days

Super Inactive: NoOpen_Received10

Go to the Results module
Enter the section User Ranking
Segment super inactive contacts from your database.
Configure the following Rules:
- Percentage of Openings: 0%
- Amount of Shipments: Greater than or equal to 10

Should inactive contacts be negatived in all shipments?

It is recommended to negativize inactive contacts in all sends to maintain the reputation of the domain.

It is also suggested to carry out at least one Winback campaign per semester to recover the openings of those who had been negative. For this type of campaign, it is advisable to send to the Inactive profile (NoOpening_120Dias_Received5), making the super inactive profile negative (NoOpening_Received10), and schedule a shipment with a fraction.

Updated on: 10/11/2023