We initially collect subscribers through the website from traffic you're sending with paid ads, organic social, etc. We collect their emails through the pop-up forms and the checkout.
All of those emails initially land in the main newsletter list. From there, we don't treat everyone the same. Subscribers get organized into segments based on a few key things: how engaged they are, where they are in the customer journey, and any relevant data we have — like location, customer status, or other brand-specific attributes.
Those segments are what we use for both flows and campaigns. Prospects, first-time customers, and repeat customers are treated differently, and engagement windows keep things healthy over time.
If someone stops engaging for a set period — usually around 90 days — they move into an unengaged segment. At that point, we'll typically try one last reactivation with a sunset email, either as a campaign or a short flow.
If they re-engage, they're added back into the normal engagement-based segments. If they don't, we suppress them.
That's not about being aggressive — it's just being realistic. There's no upside to repeatedly emailing people who clearly aren't interested.
The goal of segmentation isn't complexity. It's making sure the right people get the right emails, while protecting deliverability and keeping the list healthy long-term.