How should I target profiles in lower engagement levels (Rarely Engaged or Not Engaged)?

1. Try other channels - Email may not be their preferred touchpoint. Consider retargeting them through paid social, SMS, or direct mail. The fact that someone is not email-engaged doesn't mean they've lost interest in your brand, just that emailing them likely won’t return ROI.

2. Send Strategically - if you send to Rarely Engaged or Not Engaged profiles, consider strategies to limit the deliverability risk and improve the chance of re-engagement.

• Use the drafting strategy when sending to let earlier campaign waves build positive signals before an unengaged group receives it. Especially during high relevance moments, like sales and product launches.
• Layer Orita with other conditions like purchase history, product affinity, or lapsed customer signals, to find higher-value profiles within these cohorts who may still respond to the right message.
• Carefully test win backs that target lapsed customers rather than your entire Rarely or Not Engaged segments. Reactivation efforts can perform better when targeted to those who’ve previously purchased (for example, within the last year but not in the last 3-6 months) rather than fully dormant.

It’s worth noting that, when sending to lower engagement levels, most times the deliverability risk outweighs the upside. The better default practice is sending to your core engaged audience, where 90%+ of your revenue will come from, and treating lower engagement levels as an occasional, intentional reach rather than a regular practice.