Dispensary customer segment · Engagement
Email engaged in 60 days: a safe default for dispensary email
A safe default for your regular email
The Email Engaged (Last 60 Days) segment in Sticky Cards includes every dispensary customer who has opened or clicked an email in the last 60 days.
The working audience for routine email. Wide enough to matter, recent enough to protect delivery.
What is the Email Engaged (Last 60 Days) segment?
Everyone here opened or clicked one of your emails in the last 60 days, which includes everyone on the 30-day list.
For most stores this is the right default for anything you send regularly. The 30-day window is a repair tool rather than a routine audience, and the wider windows start adding addresses that quietly cost you inbox placement.
The step from 30 to 60 days is the safest one on this ladder. Someone who opened something last month is very likely to open something this month, so you gain reach without much dilution.
How Sticky Cards builds this segment
- Category
- Engagement
- Membership
- Dynamic, recalculated from your POS
- Find it in the app
- Customers > Segments > Engagement
This should be comfortably larger than the 30-day row and clearly smaller than Email Opted-In. If it is close to your full permitted list, you have a young list that has not accumulated dormant addresses yet, and now is the time to build the habit of sending against engagement rather than permission.
What should a dispensary send to your regular email readers?
The monthly newsletterEmail
Your standing send. Predictable, useful, and aimed at people who have shown they read you.
The product or range updateEmail
Room for pictures and detail, sent to an audience recent enough that the engagement holds your delivery up rather than dragging it down.
The crossed campaignEmail
Cross it with a product or spending segment. You get people who care about the subject and read your mail, which beats either on its own.
The routine defaultEmail
Make this the list your regular sends go to unless there is a reason to widen. It is a habit rather than a campaign and it prevents most delivery problems.
Ideas to try
The standing default
Set this segment as the audience for your regular email and treat widening as the exception that needs a reason. That one habit does more for your delivery than any repair run.
Sample subject line
What is new in store this month
The crossed monthly
Cross this segment with whichever product segment matters that month. The message gets specific and the audience stays healthy, which is the combination that actually performs.
Sample subject line
Back on the shelf and worth knowing about
The widening test
Once a quarter, send the same campaign to this list and to the 90-day one, and compare revenue per thousand delivered. It tells you whether your own list can afford the wider window.
Sample subject line
Plenty new since your last visit
Related segments to pair it with
- Email Engaged (Last 30 Days)The rung below and your repair list. Drop to it if delivery starts slipping rather than sending wider to compensate.
- Email Engaged (Last 90 Days)The next rung out. Worth testing against this one once a quarter to see what the extra reach actually earns.
- Inactive but opted-in to communicationsDon’t send toSet this as your exclusion on routine sends. Dormant addresses cost you nothing to send to and a great deal in where your mail ends up.
What to measure
Revenue per thousand delivered, compared against the 90-day list on the same campaign. That comparison tells you whether widening pays in your store. Watch complaint rate as the ceiling: any window where it climbs is too wide regardless of what the revenue says.
Questions we get
Should this be my default email audience?
For most stores, yes. It is wide enough for a monthly send and recent enough that the engagement protects your delivery. Treat widening as something that needs a reason.
What is the difference between this and Email Opted-In?
Permission against attention. Email Opted-In is everyone who allowed you to write; this is everyone who has recently read. Sending to the first and ignoring the second is how mail stops arriving.
When should I widen?
For reach campaigns where the message works on anyone: a seasonal date, a store announcement. Test it against this list first so you know what the extra reach is actually worth.
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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