Segmenting with activity windows

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Segmenting with activity windows in ActiveCampaign

Segmentation is a vital feature within ActiveCampaign that allows marketers to target specific groups of contacts based on various criteria. One particularly powerful aspect of segmentation is the use of activity windows, which enables users to filter contacts by their engagement levels over a specified time frame. This article will delve into how to effectively utilize activity windows in your segmentation strategies to enhance your marketing efforts.

Introduction

Activity windows in ActiveCampaign allow you to create segments based on contact activities, such as email sends, opens, clicks, and replies. This capability is essential for improving engagement and ensuring your messaging reaches the right audience. For instance, by segmenting contacts who have not opened or clicked on any emails in the last six months, you can identify disengaged contacts and take action to improve your contact list's performance.

Understanding how to utilize activity windows effectively can help you create more precise segments and optimize your overall email marketing strategy.

How to Access This Feature

To access the activity windows feature, you need to navigate to one of the supported segment builders in your ActiveCampaign account. The following builders are compatible with activity windows:

- Advanced Search - Automations - Campaigns - Lists - Scoring

For any of these options, ensure you are using a condition that supports activity windows to take advantage of this feature.

Step-by-Step Instructions

Here is a detailed process for creating a segment with activity windows:

1. Log in to your ActiveCampaign account and navigate to a supported segment builder (e.g., Advanced Search).
2. Select a condition that supports activity window functionality from the options provided. Supported conditions include:

  - Has opened
  - Has not opened
  - Has been sent
  - Has not been sent
  - Has clicked on a link
  - Has not clicked on a link
  - Has replied
  - Has not replied

1. After you make your selection, a row of options will appear below your chosen condition, allowing you to specify the desired activity window.
2. Specify the activity window you want to apply to the selected condition.
3. Once you have configured your conditions, click Next or Search to complete the segment creation process.

Configuration Options and Settings

When utilizing activity windows, the following options can be configured:

- **Time Window Operators**: Different time frames can be used for segmenting contacts based on activity:

 - In the last [days, weeks, months, years]: This option filters for activities that have occurred within a specified recent timeframe.
 - Between [exact dates, relative dates]: This condition allows you to define two specific dates to narrow down your contact segments.
 - Ever: This option looks for any contacts that have never engaged in the specified activity throughout their entire history.

These configuration options allow for flexibility and precision in how segments are created, enabling more efficient targeting within your marketing campaigns.

Best Practices and Tips

To maximize the effectiveness of segmenting with activity windows, consider the following best practices:

- Utilize segments that identify disengaged contacts by filtering for those who have not engaged within a specific timeframe, such as six months. - Regularly clean up your lists by identifying contacts who have never engaged and consider unsubscribing them to maintain high deliverability rates. - Combine multiple conditions and activity windows to create highly targeted segments. For instance, you might create a segment of contacts who have not clicked on any emails in the last 30 days but have opened an email in the last 60 days to refine re-engagement efforts. - Stay updated with any changes in the ActiveCampaign interface or capabilities, as these can impact how you create segments.

Common Use Cases with Examples

Understanding real-world applications of activity windows can provide clarity on how they can be implemented in your strategies. Here are some scenarios:

- **Use Case 1**: You want to identify contacts who have not engaged with your emails at all.

  - **Solution**: Create a segment using the condition "has not clicked on any link in any email ever AND has not replied to any email ever."

- **Use Case 2**: Retarget new contacts who haven't interacted with your emails in a specific period.

  - **Solution**: Segment based on "has not replied to any email in the last 90 days AND contact created date is on or after 90 days from today."

- **Use Case 3**: Analyze engagement during a high-traffic promotional period.

  - **Solution**: Segment for contacts who "clicked on any link between [specific promotional dates]."

Troubleshooting

If you encounter issues while using activity windows, consider the following troubleshooting tips:

- Ensure you are using a supported segment builder and that the conditions selected allow for activity windows. - Double-check the specified dates or timeframes to ensure they are correctly set. - Verify that your contacts' activity data is up to date in ActiveCampaign, as delays in data synchronization can affect segment results.

Related Features

- Reports - Segmentation - Automation - Email Campaigns

FAQ

Q1: What types of activities can be tracked using activity windows? A1: Activity windows can track activities related to email sends, opens, clicks, and replies.

Q2: Can I use activity windows in all segment builders? A2: No, activity windows can only be used in specific segment builders, including Advanced Search, Automations, and Campaigns.

Q3: How does the "Ever" operator function? A3: The "Ever" operator looks for all matching activities regardless of any time frame, meaning it includes all historical data.

Q4: Can I combine different segment conditions? A4: Yes, you can combine different segment conditions to create more targeted and specific audiences.

Q5: What should I do if my segments are not returning any contacts? A5: Check your segment conditions for accuracy and ensure that your contact lists are up-to-date with current engagement data.

Q6: Is it possible to segment based on specific email campaigns? A6: Yes, you can segment contacts based on their interactions with specific email campaigns by using the relevant conditions tied to those campaigns.

Q7: How often should I review my segments? A7: Regularly review your segments, ideally on a monthly basis, to ensure you are effectively reaching your audience and maintaining a clean mailing list.

By utilizing the capabilities of segmenting with activity windows, you can significantly enhance your marketing strategy's effectiveness and ensure your messages resonate with the right audience at the right time. ```