Email Subscription Status (Unsubscribed, Transactional, Subscribed, Undeliverable)

The Email Subscription Status attribute is handy to use in segments you wish to activate to your eDM channels because it allows you to adjust your audience based on their willingness to be contacted. It's best practice to use this attribute in all segments you wish to activate to email channels. It helps to maximise your budgets and only target customers who want to receive comms from your brand.

The following integrations have this attribute configured: Dot Digital, Klaviyo, Emarsys, Braze, Mailchimp, Attentive, SFMC.

The four Email Subscription Status's are:

• ‍Unsubscribed: Profiles who have explicitly unsubscribed by clicking the "unsubscribe" link.‍
• Transactional: Profiles marked for transactional emails only. They have made a transaction, and can be emailed about that transaction, but have not explicitly subscribed for marketing communication. ‍
• Subscribed: Profiles actively opted in to receive regular email communications, either through a single or double opt-in process. ‍
• Undeliverable: Profiles marked as undeliverable due to bouncing, invalid email address, spam reporting, or other delivery issues.

Lets take a look at it in the Hub.

For example, you might want to create a segment of single-order customers and activate this segment to your chosen email channel. But, you only want to send your comms to customers who have opted-in to email.

To do so, navigate to Understand > Segment and then add the following attributes to the PROFILES MUST HAVE ALL OF THESE section of the builder:

1. Total Orders > Between > 1 and 1
2. Email Subscription Status > Subscribed

You could also add Order Date to this segment to filter for in the last 12 months, to capture your recent 1x buyers. Here is what this would look like in the Segment builder: 

That's a wrap!

If you have any questions, please reach out to Support using the chatbot in the bottom right of the screen.

For more information on how to create segments, see our articles here.

And for more information on how to activate your segments, see our articles here.