Dispensary customer segment · Engagement
Dispensary email deliverability: send to your 30-day engaged list
Rebuild your delivery by sending to fewer people
The Email Engaged (Last 30 Days) segment in Sticky Cards includes every dispensary customer who has opened or clicked an email in the last 30 days.
Your most active readers. The list you send to when delivery is in trouble and you need to rebuild it.
What is the Email Engaged (Last 30 Days) segment?
Everyone here opened or clicked one of your emails in the last 30 days. That is the rule, and it is the same in every store using Sticky Cards.
Unlike the SMS windows, a narrow email list is not about saving money. Email costs the same to send wide or narrow. What a narrow list buys you is deliverability, because mailbox providers decide whether your mail reaches inboxes largely on whether people engage with it.
That makes this the repair list. If your open rates have fallen off or your mail is landing in Promotions, sending only to this segment for a few weeks is how you rebuild the signal. It is the one situation where deliberately reaching fewer people is the fastest route to reaching more.
How Sticky Cards builds this segment
- Category
- Engagement
- Membership
- Dynamic, recalculated from your POS
- Find it in the app
- Customers > Segments > Engagement
Read this row against Email Opted-In. That ratio is your list health. A small engaged number under a large permitted one means you have been mailing more people than are reading, which is the exact pattern that ends with your mail in the wrong folder.
What should a dispensary send to your most active readers?
The delivery repair runEmail
Send only to this segment for a few weeks. Engagement rates rise because the audience is chosen for it, and the mailbox providers respond to that before you widen again.
The important announcementEmail
When the message has to arrive rather than merely be sent, this is the list most likely to actually see it.
The offer testEmail
Test here before a wide send. A campaign that does not move your most engaged readers will not be rescued by a larger audience.
The migration warm-upEmail
A new sending setup has no reputation yet, so the first sends decide what it gets. Start here, widen a rung at a time, and you build one instead of spending it.
Ideas to try
The repair sequence
Mail only this segment for two or three weeks, then add the 60-day window, then the 90. Widening a rung at a time rebuilds your sending signal instead of asking for it back all at once.
Sample subject line
What is new in store this week
The first month on a new platform
Run the same ladder when you move your lists across. You are not repairing anything yet, you are deciding what your new sending setup gets judged on, and the first few campaigns carry more weight than any that follow.
Sample subject line
Same store, new way to hear from us
The pre-send test
Run any big campaign here first. If it does not perform on your most engaged readers, the problem is the email rather than the list size, and you have found out before spending your reputation on it.
Sample subject line
Something worth your next trip
The health ratio
Not a send. Track this segment against Email Opted-In monthly. A falling ratio is the earliest warning that you are mailing too wide, and it moves months before delivery problems appear.
Sample subject line
No subject line: this one is a ratio you watch
Related segments to pair it with
- Email Engaged (Last 60 Days)The next rung. On a repair sequence this is where you go after two or three weeks here.
- Email Opted-InYour full permitted list. The ratio between it and this one is the health of your email programme.
- Inactive but opted-in to communicationsDon’t send toSet this as your exclusion on everything while you are repairing delivery. Mixing dormant addresses back in is exactly what caused the problem you are fixing.
What to measure
Inbox placement and engagement rate over a repair run, not revenue. You are buying back delivery, and the revenue follows once the mail is arriving. Watch the size of this segment as the outcome measure: a repair that works shows up as this list growing, because people who were not seeing your mail start seeing it.
Questions we get
Why send to fewer people to reach more?
Because mailbox providers judge you on engagement. Mailing a list that mostly does not open teaches them to route you away from the inbox, and mailing only people who do open teaches them the opposite.
How long should a repair run last?
A few weeks on this list, then widen one window at a time. Going straight back to your full list undoes the work, so the ladder matters more than the speed.
What else affects whether my email arrives?
The infrastructure underneath it. Sticky Cards sends on Amazon SES and GreenArrow and helps you set up DMARC. Beyond that it comes down to what you send and who you send it to.
I am migrating from another platform. Where should my first send go?
Here. Your new sending setup has no reputation of its own yet, and the first campaigns are what build it. Send to this segment for the first few weeks, then widen one window at a time rather than mailing everything you imported on day one.
See this segment running on your own customers
We connect your POS, build the list from your own orders, and walk you through the first campaign on it.
Month-to-month · No setup fee · Live in 14 days