A customer database that is up-to-date is very important for several reasons. For one thing, you ensure a higher open rate. After all, you only mail customers who are actually interested in your emails.

One way to clean up your customer database is to filter by last order. You then look at who is still ordering from you, and more importantly, who is not. Profiles that have not ordered anything from you for a long time are most likely no longer interested in you and you can exclude them.

✅ When you exclude profiles that don't read your emails you have:

As you read, it is important to regularly check who is still showing interest in your shop. You do this by creating a segment and deactivating it.

You start by creating a segment containing profiles that leave your emails unopened. This segment is in fact de-activatable. More on that later. First create a segment.

I create a segment for profiles that have not ordered from me for more than 2 years:

Now you have a segment with your unengaged customers, who no longer generate revenue for you. You don't want to mail these customers anymore either, as they have no interest in your business.

When you have saved your segment, you will see your segment in the overview. Now press the three dots next to your segment in the overview:

Now press 'Deactivate all profiles'. Our system automatically asks for additional confirmation whether you are sure you want to activate these profiles. What you have now done is deactivate existing customers in this segment.

❗Important: This does not mean that you have deactivated the segment itself. This is because the segment continues to fill itself. You have to deactivate the profiles yourself from time to time. We do not do this automatically for you. So you are always in control.✌️

💡 Another way to clean up your customer base is to exclude profiles your emails don't open. This article tells you how to exclude these customers.