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Constant Contact announces Chelsea captain Erin Cuthbert as Small Business Ambassador. 24 Sep, 2026, 08:00 GMT LONDON, Sept. 24, 2026 /PRNewswire/ - Constant Contact, the marketing platform that helps small businesses grow, today announced that newly appointed Chelsea FC Women (CFCW) captain, Erin Cuthbert, will join Constant Contact as a Small Business Ambassador, using the platform to power her own brand's marketing while championing small business owners across the UK. Cuthbert brings first-hand experience of small business ownership, having independently launched a specialty coffee business, Ruby Alba, earlier this year. Cuthbert will use Constant Contact to reach and grow her customer base - and share what she learns as she goes. Through Constant Contact's partnership with CFCW, she'll also connect with other small business owners who have been at it far longer, giving their stories a bigger platform while drawing on their hard-won experience for her own. "99% of players can't live off football forever, that's just the reality," says Cuthbert. "I love coffee - it's genuinely my happy place - so I want Ruby Alba to be there for me when my football career eventually ends. I'm buzzing to work with Constant Contact and learn how to market properly, so the business can keep ticking along in the background while I prioritise football. Being part of the leadership team at Chelsea FC Women and running Ruby Alba are completely different - the former is a team and the latter is just me. I definitely prefer winning with the girls around me; we've got trophies to win and I've got a lot more growth in me as a player. But building something on my own has taught me tons." Cuthbert runs Ruby Alba as a team of one - sourcing from a roaster in her native Scotland, building the brand, and handling the marketing herself, all around a full-time football career. That's exactly the owner Constant Contact is built for. The platform brings email, social, and events together in one place and does the heavy lifting on the work most solo owners don't have time for: creating content, targeting the right customers, and turning results into clear insights that show what's working. For an owner running everything themselves, it works like a marketing team that never clocks off - keeping things moving even when she's on the pitch. "Erin is hungry for growth, on and off the pitch," comments Frank Vella, CEO, Constant Contact. "You can see that determination in everything she's achieved at Chelsea FC Women, and it's what makes her such a natural fit for this partnership. We're excited to give Ruby Alba the same support Erin's had throughout her football career, and to show a generation of talented entrepreneurs what's possible when you combine a great attitude with great tools." The ambassadorship builds on Constant Contact's multi-year partnership with Chelsea FC Women, which focuses on empowering female founders and driving growth for women across sport and business. Through joint initiatives like The Growth Locker education hub, the partnership equips everyday entrepreneurs with the tools and mentorship needed to scale sustainable ventures. About Constant Contact Constant Contact is the AI-powered marketing partner for small businesses, nonprofits, franchises, multi-location brands, and real estate teams. For more than 30 years, Constant Contact has helped entrepreneurs, franchise operators, and nonprofit leaders run smarter marketing. Today, it combines AI-driven content creation, intelligent audience targeting, and plain-English insights in one unified platform across email, social, and events - keeping every location, agent, or office on-brand and in sync. By doing the heavy lifting, Constant Contact gives every business owner the capability of a full marketing team, without needing one. Learn more at constantcontact.com.

Klaviyo segmentation for stores that have been batch-and-blasting. Published: September 14, 2026 Updated: September 7, 2026 Est. reading time: 8 minutes Most of the Klaviyo accounts Tailorededgemarketing audit have one list and one habit. Every campaign goes to everyone who ever handed over an email address, two or three times a week, and the reporting looks acceptable because total campaign revenue keeps landing in roughly the same range month over month. The decline is slow enough to miss. Open rates drift, inbox placement gets worse before anyone thinks to check it, and flows that used to carry the program start converting at lower rates with no change to the flows themselves. By the time a store goes looking, the usual suspects (subject lines, creative, offer strength) get tested first, and none of them are the reason. The problem isn't the sending frequency. It's that the same undifferentiated audience receives every send, whether or not anyone in it has shown interest in the last year. What sending to everyone costs you at the inbox. Inbox providers decide placement partly by watching how recipients treat mail from your sending domain. Klaviyo is direct about the consequence, warning that continuing to mail unengaged subscribers puts both sender reputation and deliverability at risk, since providers including Google and Yahoo track how your messages get treated and classify future sends accordingly. Every batch send to the full list adds another large sample of non-responders to that record. Your engaged buyers get judged alongside them, which is why placement degrades for the people who want your email. Klaviyo frames the fix in terms of what exclusion buys you. Removing unengaged contacts ahead of a send raises open and click rates across the campaign, reduces the unsubscribes and spam complaints those contacts would have generated, and protects the reputation the rest of the program depends on. One measurement problem shapes everything you build next. Apple Mail Privacy Protection prefetches tracking pixels, which inflates reported opens for affected recipients, and Klaviyo says so in its own segmentation documentation. Any definition of engagement resting on opens alone will include people who never looked at the message, so clicks and on-site behavior carry the weight when you need to know something with confidence. Klaviyo segmentation starts with a working definition of engaged. Klaviyo's recommended engaged segment is narrow on purpose. It pairs a condition that the person can receive email marketing with recent activity (opened email at least once in the last 30 days, or clicked email at least once in the last 30 days). An optional third condition includes anyone who subscribed within the last 15 days, so new subscribers who have not been sent anything yet still qualify. Two details matter for accounts with history. Klaviyo advises a longer window, 60 days instead of 30, for stores that send infrequently. And if you migrated from another platform recently, imported contacts sit inside that segment even when their real engagement is years old, which is why the recent-subscriber condition only belongs in the definition once you have been collecting subscribers in Klaviyo for at least 15 days. Klaviyo maintains integrations with Mailchimp, Constant Contact, ExactTarget and Campaign Monitor, and when one of those is connected you can add the prior platform's open and click data to the segment so the window means what it says. Once the definition exists, campaign selection becomes a decision about tier width. The tightest window goes out most often because it produces the strongest engagement signal. Wider windows reach people whose interest is older and should be used less often. Klaviyo's guidance for regular sends is to focus on the engaged segment, and to consider expanding the audience for large promotions such as a product release or Black Friday. The suppression half of the build that batch senders skip. Klaviyo describes list cleaning as three steps. Build a segment of unengaged contacts, exclude that segment from your sends, and suppress the profiles who have never engaged at all. The published unengaged definition is a starting point to tune against your own volume. It captures profiles who can receive email marketing, have received at least 5 emails over all time, and have zero opens and zero clicks in the last 90 days. Stores sending daily or several times a week should tighten that window to 30 days, since a high-frequency sender collects enough evidence of disinterest in far less time. Excluding the segment is a per-campaign action. In the recipients step of a campaign, the "Don't send to" field takes your unengaged segment and pulls those profiles out of the send. Klaviyo is explicit that this has to continue on an ongoing basis, which is where most rebuilds come apart. One clean send repairs nothing. Flows need different handling. Lifecycle triggers like abandoned cart and re-engagement are the best chance you have of waking a lapsed subscriber, so they keep running for everyone. High-volume flows that an unengaged contact could trigger repeatedly in a month, browse abandonment being the obvious one, are worth restricting with a flow filter matching your unengaged segment. The never-engaged group is a different problem. Profiles that have never opened, never clicked, never viewed a product and never placed an order belong in their own category, separate from customers who lapsed. Klaviyo can build that segment for you from the action center under Analytics and then Deliverability, using criteria of five emails received in the last 180 days with zero opens, zero clicks, zero product views and zero orders over all time. The generated segment appears on your Lists and segments page as Never Engaged (Email). These profiles get one final attempt through a sunset flow. Anyone who does not respond gets suppressed in bulk through the suppress current members action on the segment itself, which stops the sends without touching the rest of your list. Buyer segments the engagement tiers cannot give you. Engagement tiers answer exactly one question, which is who can safely receive email this week. They say nothing about what the email should contain. A subscriber who has never ordered and a repeat customer three weeks past their usual reorder point can both sit inside your 30-day engaged segment, and sending them the same promotion wastes the better half of the opportunity. Build the second layer from your own order data. * Engaged subscribers with zero orders need proof and objection handling, and they are the group most often handed a blanket discount by default. * One-time buyers inside their category's repurchase window should see the complement or the refill, with the product they already own named in the email. * Repeat buyers can carry early access and higher price points, and they rarely need the discount that goes to the whole file. * Customers past twice their expected reorder interval belong in winback, with a subject line and an offer that acknowledge the gap. That interval has to come from your data. Median days between first and second order, calculated from your own order export, gives you a window that means something. A generic 90-day lapse rule applied to a category with a six-month replacement cycle will label healthy customers as lapsed and hand them a discount they were going to spend anyway. How to read your numbers after the switch. Send volume drops immediately, and total campaign revenue often dips with it for a few sends. Stores read that as proof that segmentation cost them money and go back to blasting before the deliverability recovery has any chance to show up. Change what you are watching before you change what you are sending. Revenue per recipient and revenue per send tell you whether the smaller audience is working harder. Unsubscribe rate and spam complaint rate tell you whether the exclusion is doing its job at the inbox. Placement improvements lag the change, because reputation is built from a rolling record of behavior and needs new sends to overwrite the old pattern. Two moves make the transition easier to sit through. Start wider than you intend to finish. A 90-day engaged window that tightens as complaint rates settle beats an immediate cut to 30 days on the first send. And take the wide sends you are entitled to. Klaviyo notes that high-priority campaigns such as new product announcements and Black Friday are reasonable moments to reach past the engaged segment. A store that has been batch-and-blasting for two years is not starting from zero. The list has real buyers in it, the flows are already collecting behavior, and the fastest gains come from deciding who stops receiving mail rather than from writing better campaigns. Build the engaged definition, build the unengaged exclusion, apply both on every send, then layer purchase segments on top of the structure. If you want the rebuild handled without pausing your send calendar, Tailorededgemarketing can take that on with you.

Constant Contact has launched a connector in Claude, Anthropic's AI assistant, enabling small businesses to create email campaigns and social media posts through conversational AI. Existing Constant Contact customers can describe their business, audience, and goals in Claude to generate complete drafts with channel-specific suggestions for subject lines, captions, and calls to action. The integration provides live desktop and mobile previews and allows users to create posts for TikTok, Instagram, Facebook, or LinkedIn. Images can be uploaded directly into Constant Contact's library for future use. Users can finalise and send campaigns through Constant Contact with one click. "Small businesses don't work in just one place, and their tools shouldn't ask them to," said Lee Ott, Head of Product & AI at Constant Contact.