Setup checklist#
- ☐ Define 3 to 5 core segments: new subscribers, engaged, at-risk, customers, and lapsed.
- ☐ Capture the data needed at signup and through behavior tracking.
- ☐ Build dynamic segments that update automatically as behavior changes.
- ☐ Tailor cadence and content per segment; engaged contacts tolerate more frequency.
- ☐ Measure revenue per recipient per segment, not just open rate.
Audit checklist#
- ☐ Confirm you are not: over-segmenting into groups too small to learn from.
- ☐ Confirm you are not: relying on open rates after Apple Mail Privacy Protection inflated them.
Ongoing monitoring#
- ☐ Weekly: review provider dashboards (Postmaster Tools, SNDS) and bounce logs
- ☐ Monthly: re-run the setup verification after any vendor or DNS change
- ☐ Quarterly: full audit against this checklist
Frequently asked questions#
What is the simplest segmentation to start with?
Engagement recency: opened or clicked in the last 30, 90, or 180 days. It drives both relevance and deliverability.