Tick everything that gets a message today. Automated or manual, both count.
Segments getting nothing
7
You cover 30% of the customer journey. The nearest gap to a purchase is browsed without adding.
Start here
Browsed without adding. Interest without commitment. Cheaper to move than a stranger and easier than a lapsed buyer.
One message about the thing they looked at, not about everything.
Capture
- Never opened, never boughtThese quietly affect everything else you send. Providers judge you on how people treat your mail.One last attempt, then remove them. A clean list earns more than a big one.
Convert
- Browsed without addingInterest without commitment. Cheaper to move than a stranger and easier than a lapsed buyer.One message about the thing they looked at, not about everything.
Retain
- Due to run outThey already bought and are about to need more. The only question is whether they reorder from you.A reorder reminder timed to land before the supply runs out.
Expand
- Your best customersThey already buy the most and hear from you least. Nothing about them looks like a problem.Early access and recognition. Not another promotion they would have taken anyway.
- Bought one category onlyThey trust you with one thing. Extending that is cheaper than earning trust from nothing.One adjacent product, chosen from what they already bought.
Reactivate
- Quiet for six to twelve monthsStill reachable, and still remembers you. Every month of silence makes this cheaper to fix now than later.Something useful rather than a discount. A discount teaches them to wait.
- Nothing for over a yearHard to win back. They cost nothing to try and already know what you sell.A short winback, then stop. Repeated attempts damage your sending reputation.
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How this is calculated, and what to put in
Why these are in this order
The gaps come back ordered by how near each group is to buying. Not by a published revenue share.
Someone who abandoned a cart an hour ago beats someone quiet for a year. That is true of your list whatever the averages say. So the ordering needs no citation to stand up.
What counts as covered
Anything that reliably reaches that group. An automation counts. A manual send you actually do every month counts.
A campaign that happens to include them because it went to everybody does not. Being in the audience is not the same as being addressed.
The two that get skipped most
Your best customers, because nothing about them looks like a problem. They already buy the most and hear from you the least.
And the people who never opened anything, because they feel like a lost cause. They are worse than that. Providers judge your mail by how people treat it. An unengaged group quietly damages everything else you send.
What to do with the answer
Build the first gap. One segment, one sequence, finished, before starting the second.
A partial version of all ten is worse than three done properly. A half built sequence still spends the attention it takes to receive.