Email segmentation is getting tighter. Here's what our 2025 research found and what we changed going into H2 2026.We cover implied consent windows, why we pulled back from 150-day open segments to 120, the real revenue math on long buyer lookbacks, and how to structure a mailable segment that sits inside every other segment you send to.Key topics:Implied consent: 95-day default vs. the legal maximumsWhy 150-day open windows caused inboxing problems on some brandsLong buyer lookbacks: the $400 on $14,000 reality checkEngaged vs. unengaged within mailabilityFirst-time vs. repeat buyer segmentation and why it matters for sustainable revenueHow to add implied consent directly into existing segmentsThis is the internal lifecycle update Pilothouse publishes before every H2. The direction for 2026: tighter than 2025, across the board.0:00 - What's required to inbox2:51 - 2025 segmentation research overview3:50 - Implied consent windows explained5:16 - Open window: why we stayed at 120 days7:15 - Where 85% of campaign revenue comes from9:15 - Long buyer lookbacks: what the data showed13:49 - How to establish mailability as your foundation16:45 - First-time vs repeat buyer segmentation20:27 - Using segmentation to learn about your businessWork with Pilothouse: ⁠https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast⁠Subscribe on YouTube: ⁠https://www.youtube.com/@DTCPodcastSubscribe to DTC: ⁠https://www.directtoconsumer.co/⁠Listen to DTC Podcast: ⁠https://podcasters.spotify.com/pod/show/dtcpodcast

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