Health of Your Email List

The health of your email list is absolutely vital in terms of email deliverability. It is essential to make sure you are sending emails based on defined criteria, so you can maximize the people actually engaging with your communication and at the same time prevent the situation of your emails being classified as spam as much as possible.


In order to implement the recommendations listed below, you need to be able to create segmentations in Exponea.

Categories for measuring the health of your list

These are the recommended categories, into which you can segment customers according to their engagement with emails.

The NEW category consists typically of very active subscribers, therefore they are eligible for a high frequency of emails. The PASSIVE category is still made of relatively new users, but they need the option to engage in your emails. However, if you are a very frequent email sender, consider moving the older emails from this category (e.g. 60 to 90 days since sign-up) to a reduced frequency.

The LAPSING category is the audience that is starting to tune out. The number one reason for this tends to be the fact that people are getting bombarded with similar content. The number one recommendation is to reduce frequency. Furthermore, try fresh ideas or personalization to improve engagement.

Essentially, your goal is to have the most customers possible in the ACTIVE category. Ideally, a healthy email list will have at least 40% out of all email addresses with active consent in this category. This is your main audience for receiving emails.

On the other hand, people in the LAPSED category and in the INACTIVE category should not be emailed if you want to keep your mailing list healthy.

In order to not send emails to inactive users, you can either filter your customers on a project level through Email list hygiene filter or create a segmentation that can be used as a list of selected customers for your campaign.

Email list hygiene filter

Email list hygiene filter allows project-level filtering of customer who does not engage with your emails. As opposed to campaign-level filtering whatever setting you choose within this feature they will apply for all campaigns in your project. When the feature is turned on, any customer that matches the filter will not receive any email, with the exception of those sent via transactional API, or when using general consent. To set it up go to Project settings > Campaigns > Channels > Emails > Email list hygiene filter > Edit filter.

There is a default filter that was created to filter out inactive users, however, the filter can be edited or completely recreated to match the project’s requirements. If you want to read more about how filtering is done go to Filtering data article.

Segmentation in Exponea

You can also choose to create a segmentation that will later be used as a list of selected customers in the campaign settings. To find out how to create a segmentation go to the Segmentations article.

As an example of how to set the parameters, we will look at the LAPSING category. This is how it is supposed to look like.

For applying the filter correctly, you have to set the aggregate campaign > status in clicked and opened. In addition, set the action_type equal to email .


The time parameter can be set just as 'Last 180 days' (in the picture in the upper-right corner), as segments are mutually exclusive and the values up to 90 days are already covered in the ACTIVE category.

Using the same principle as described above you can set up all of the remaining categories.


It is recommended to include the criterion of consent in your segmentation for practical reasons, as it gives you a more convenient overview.

This can be done by adding another segment (in addition to the 6 segments), which will include only people who opted out.

"Other" is a type of a consent

This way, since segments are mutually exclusive, these people (without consent) will not be included in the other segments.

However, if you prefer not to have a seventh segment consisting of addresses without consent, you can always manually add a condition further specifying each and every segment, as shown in the example below. This will also filter out people without consent.

Here are the rest of the segments after filling in all the conditions.

The aggregate "First consent timestamp" (can be created as shown in the picture) describes the customer opting in.





If you use the model recommended above, these will be your segments.

A healthy email list is the main means for improving your email deliverability. At the end of the day, you want to build trust among your customers and you want to maximize their engagement. This is a crucial step for achieving just that.


To see other tips for improving your email deliverability, read Email deliverability tips.

Updated 6 months ago

Health of Your Email List

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