Creating Tiered Active/Inactive lists

[Alana_Liebentha]

Hi everyone,

I'd like to hear what others are doing to find Most/Medium/Least Active and Inactive leads in their database.

The goal is to develop a tiered list for both active and inactive leads so we know how to prioritize our communication with them as we work on deliverability.

This is what I was thinking for the smart lists for Active Leads:

Level 1 Active(the most engaged) - was delivered any email in past 30 days at least 3 times, opened any email in past 30 days, clicked link in any email in past 30 days

Level 2 Active(2nd most engaged) - was delivered any email in past 60 days at least 6 times, opened any email in past 60 days, clicked link in any email in past 60 days

Level 3 Active(3rd most engaged) - was delivered any email in past 90 days at least 9 times, opened any email in past 90 days, clicked link in any email in past 90 days

...and so on for 6 month and 1 yr

Some questions:

• Is Marketo smart enough to know that "click link in email" should exclude clicking the Unsubscribe link or do I need to add a constraint for that?
• Would it be more simple/accurate to just use Unsubscribe=False as another filter on this list?
• Should I put "Min. # of Times" for opens and clicks as well?
• How would I tier inactive records to find people who never enagaged or have very low engagement with our emails?
• Has anyone else tried this methodology to prioritize communication? Ideally we want to only email our most engaged people and slowly open up that window of activity to email more and more. Once we get to a good place we want to start emailing our "non-responders" but want to start with a group of non-responders that would be most likely to interact with us. From there we would also open up the time frame of inactivity.

Thanks for any advice!

[LB903]

Did you ever find a solution for these kind of engagement/activity lists? I'm interested in creating similar lists to report on certain levels of engagement in our list. Thank you!

[Darshil_Shah1]

You can use what Udit has mentioned above. However, from a broader perspective, you should ideally use filters depending on what you consider a valid active engagement from your users—this depends on how and what you have in your marketing mix. Also, please be advised that high-volume activities (like email send, landing page visits, etc.) are purged after 90 days from the activity log.

[uditmathur]

Hi @LB903 

Its always good to have good Marketable database & you should regularly checking it for the correctness.

• You can use Unsubscribe = true/false.
• Not Member of list Marketing Suspended.
• You can use filters for Email not empty or not contain @& .
• You can also use filters for specific domains of your competitors.
• I will not recommend Opens & Clicks to be considered as the definitive criteria for active/inactive, instead use a more definitive action like filling a form or registering for a webinar etc.
• You can also leverage Lead scoring to determine your Most active & least actives leads over a s[an of time.

Hope this helps  😊

[uditmathur]

Its always good to have good Marketable database & you should regularly checking it for the correctness.

• You can use Unsubscribe = true/false.
• Not Member of list Marketing Suspended.
• You can use filters for Email not empty or not contain @& .
• You can also use filters for specific domains of your competitors.
• I will not recommend Opens & Clicks to be considered as the definitive criteria for active/inactive, instead use a more definitive action like filling a form or registering for a webinar etc.
• You can also leverage Lead scoring to determine your Most active & least actives leads over a s[an of time.

Hope this helps  😊