Dispensary customer segment · Engagement
Email engaged in 365 days: your widest dispensary email list
Almost everyone, which is why you rarely send here
The Email Engaged (Last 365 Days) segment in Sticky Cards includes every dispensary customer who has opened or clicked an email in the last 365 days.
A year of readers. Close enough to your whole permitted list that sending to it is barely segmenting at all.
What is the Email Engaged (Last 365 Days) segment?
Everyone here opened or clicked one of your emails at some point in the last year. In most stores that is close to everyone on your list who has ever opened anything at all.
Which is the problem with using it as an audience. A segment that includes nearly your whole list is not really a segment, and sending to it carries all the deliverability cost of an unsegmented send while feeling like a considered choice.
Its real value is as a boundary. The difference between this list and Email Opted-In is the group who have not engaged in over a year, and that group is the cleanest possible candidate for removal. Knowing its size is worth more than any campaign you could run here.
How Sticky Cards builds this segment
- Category
- Engagement
- Membership
- Dynamic, recalculated from your POS
- Find it in the app
- Customers > Segments > Engagement
Compare this row directly against Email Opted-In. The gap is your never-engaged and long-dormant addresses. That number is what you would remove if you cleaned your list today, and it is usually larger than operators expect.
What should a dispensary send to your widest email list?
The list-health measurementNone
Not a send. This segment against Email Opted-In tells you how much dead weight your list carries, which is the most useful thing here.
The final re-permissionEmail
Aimed at the gap rather than at this list. One message to people who have not engaged in over a year, then a decision about keeping them.
The genuine everyone-sendEmail
Once a year at most, for something like a closure or a change of ownership where reaching people is the entire point.
Ideas to try
The cleaning decision
Subtract this segment from Email Opted-In. What is left has not engaged in over a year. Decide whether to keep mailing them, and make it a decision rather than a default.
Sample subject line
No subject line: this one is a decision about your list
The final ask
Send once to that gap, asking plainly whether they want to stay. Whoever confirms moves back into your healthy windows on their own; whoever does not has answered.
Sample subject line
Last time we will ask
The yearly review
Once a year, look at this segment against Email Opted-In and against the 90-day window. Those three numbers together are your email programme’s health, and they take five minutes to read.
Sample subject line
No subject line: this one is a yearly look at three numbers
Related segments to pair it with
- Email Opted-InThe comparison that matters. The gap between that list and this one is your dead weight, and it is the input to every cleaning decision.
- Inactive but opted-in to communicationsThe segment that describes the same problem from the other direction, with a page about what to do next.
- Email Engaged (Last 90 Days)Don’t send toSet this as your exclusion on a final re-permission send. Your healthy audience should never receive a last-chance message; it is an invitation to leave that nobody asked for.
What to measure
Three numbers once a year: this segment, Email Opted-In, and the 90-day window. The first gap is dead weight, the second is your healthy core, and the direction they move over a year tells you more than any single campaign report. There is no send-level measure here, because there should be almost no sends.
Questions we get
Should I ever send to this whole segment?
Once a year at most, and only for something where reaching everyone is the entire point. It is close enough to your full list that sending to it is not really segmenting.
What is this segment actually for?
Measurement. Comparing it against Email Opted-In shows you how many addresses have not engaged in over a year, which is the cleanest group to consider removing.
Is a bigger email list better?
No. A list full of addresses nobody reads makes your mail less likely to arrive for everyone else on it. Smaller and engaged beats larger and quiet.
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.
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