Using the OPEN and DID NOT OPEN Clauses

Using the OPEN and DID NOT OPEN Clauses

Targeting the right contacts is a breeze with Delivra's segmentation tool. By using contact behavior—such as opens, clicks, or purchases—you can fine-tune your audience for more relevant and effective email campaigns.

What It Does

Behavioral segmentation lets you define audience groups based on how contacts interact with your emails or site. Whether you want to re-engage non-openers, follow up with clickers, or reward recent purchasers, action-based clauses make it easy.

How It Works

When building a Regular segment, selecting from the Action clause section lets you include contacts based on whether they opened, clicked, purchased, viewed, or did not perform any of these actions.

Available Actions:

  • Opened / Did Not Open
  • Clicked / Did Not Click
  • Purchased / Did Not Purchase
  • Viewed / Did Not View

For example, using the Did Not Open clause will retrieve only those contacts who received a specific campaign but did not open it.

How to Create an Action-Based Segment

  1. Navigate to the Contacts dashboard.
  2. Click Segments from the left-hand navigation.
  3. Click the Create Email Segment button.
  4. In the pop-up, choose either:
    • Regular Segment for dedicated sends
    • Triggered Segment for campaigns triggered by date or action
      (For this guide, we’ll use Regular.)
  5. Name your segment (avoid special characters) and optionally add a description.
  6. In the builder, open the Select a Field drop-down and scroll to the Action section.
  7. Choose your action, such as Did Not Open.
  8. A pop-up will appear to customize your clause:
    • Action: Confirms the chosen behavior.
    • On Environment: Filter by platform (Mobile, Desktop, Web).
    • Mailings: Choose one or more specific campaigns, or select Any.
    • Only include recipients of selected mailing(s): Checked by default to ensure accuracy.
    • Anytime: Set a timeframe for when the action occurred.
  9. Use the arrows to move selected campaigns to the right-hand column.
  10. Set the timeframe using the Anytime menu.
  11. Click OK to insert the clause.
  12. Click Save & Test to generate your list of contacts. You can sort and export results for easy review.

Best Practices and Tips

  • Be mindful of tracking limitations: Some subscribers may have tracking disabled. These contacts will appear in "Did Not Open" or "Did Not Click" segments even if they engaged. To adjust for this, consider adding a Text clause that filters out contacts with tracking set to Not Allowed.
  • Use timeframes wisely: Limit your action window to keep your segment timely and relevant. For example, filter only for opens within the last 7 days.
  • Test your segment before sending to ensure your criteria match the intended audience.

Practical Use Cases

  • Re-engagement Campaigns: Target contacts who haven't opened your recent newsletters.
  • Follow-up Messaging: Send reminders to users who clicked a link but didn’t complete a purchase.
  • Personalized Recommendations: Use "Purchased" or "Viewed" actions to tailor product suggestions.

Notes

  • Purchase and View action clauses depend on your current license and integrations. Reach out to your Client Success Manager for more details.
  • Want to learn about applying time limits to action-based segments? Check out our segment time limit article.
  • Visit our e-Learning Hub to explore modules about Segments and more.

For any questions, feel free to reach out to our Support team at support@delivra.com.