Dispensary customer segment · Engagement
Email engaged in 90 days: when dispensary reach hurts deliverability
Where reach starts costing you the inbox
The Email Engaged (Last 90 Days) segment in Sticky Cards includes every dispensary customer who has opened or clicked an email in the last 90 days.
A quarterly window. The last one most stores can send to routinely without paying for it in delivery.
What is the Email Engaged (Last 90 Days) segment?
Everyone here opened or clicked one of your emails in the last 90 days, which takes in both narrower windows plus everyone whose last open was in the third month back.
This is where the trade-off becomes real. The addresses you add at this rung have been quiet for months, and mailbox providers notice a sending pattern that includes a growing share of people who never open. The mail still costs nothing to send, which is exactly why the cost is easy to miss.
It is still a reasonable quarterly audience for something broad. What it should not become is your default, because the difference between sending here every week and sending here four times a year is the difference between a healthy list and a slow decline.
How Sticky Cards builds this segment
- Category
- Engagement
- Membership
- Dynamic, recalculated from your POS
- Find it in the app
- Customers > Segments > Engagement
Subtract the 60-day row from this one. That difference is the group you are adding, and it is the group that decides whether this send helps or hurts. If it is a large share of the total, be more careful about how often you use this window.
What should a dispensary send to a wider email audience?
The quarterly reach sendEmail
A seasonal date, a big range change, something broad enough to work on a mixed audience. A few times a year rather than a few times a month.
The store announcementEmail
News where reaching people matters more than engagement rates. Hours, a move, a change to the programme.
The re-engagement campaignEmail
Aimed at the addresses this window adds rather than at the whole list. Exclude the 60-day segment and you are talking to people who have gone quiet without having gone completely dormant.
The last rung of a repair ladderEmail
After a delivery repair, this is the point to widen to before returning to your full list, and the point at which to check whether the repair held.
Ideas to try
The quiet-quarter send
Send to this segment with Email Engaged 60 Days under "Don’t send to". That is your slipping-away group: not dormant yet, but heading there. One well-written message often brings a useful share back.
Sample subject line
Plenty has changed since you last looked
The quarterly broad send
Use this window three or four times a year for the campaigns that need reach, and keep your routine sends on the 60-day list.
Sample subject line
What is changed in store this season
The dilution check
Before sending, work out what share of this list is not on the 60-day one. If it is most of it, you are mailing a largely quiet audience and the delivery cost will outlast the campaign.
Sample subject line
No subject line: this one is arithmetic before a send
Related segments to pair it with
- Email Engaged (Last 60 Days)Your routine default. Excluding it from this list isolates the slipping-away group, which is the best use of this window.
- Email Engaged (Last 180 Days)The next rung out, and the point at which reach really does start costing more than it returns.
- Email Engaged (Last 30 Days)Don’t send toSet this as your exclusion on re-engagement campaigns. Your most active readers do not need asking whether they still want your mail, and it plants an idea that was not there.
What to measure
Complaint and unsubscribe rate on this send against your 60-day baseline. Revenue will usually look better here simply because more people received it, so the honest question is what the reach cost you in signal. If complaints climb, the window is too wide for your list regardless of the revenue.
Questions we get
Is 90 days too wide?
Not for occasional reach campaigns. It is too wide as a default, because a sending pattern that regularly includes months-quiet addresses is what moves your mail out of the inbox.
Why does a wider email list cost anything if email is cheap to send?
The cost is not per message. It is in your sending reputation, which mailbox providers build from whether people engage, and which takes far longer to repair than to damage.
What is the best use of this window?
Excluding the 60-day list from it. That gives you people who have gone quiet without going dormant, and they are the group most likely to come back for one good message.
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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