User Engagement Levels
Find the users who are engaged with your content -- people who read your emails, click the links, and browse your site -- through Engagement Levels. Learn more about engagement levels, how they are determined, and how you can use them.
How Engagement Works
The engagement level is based on a user's level of activity within the Engagement Day period. By default, the Engagement Day period is 7 days. You can modify this time period in your Business Settings. Users are classified in one of eight ways:
- Engaged
- Active
- Passive
- New
- Disengaged
- Dormant
- Hardbounce
- Opt-out
To track Engaged users, you must have Personalization Engine enabled on your website.
Engagement in Reports
Reporting shows Engagement Groups in many reports, including your Lists report and individual User Lookups. You can use the user engagement level dynamically in your emails with Zephyr, or for building custom segments in Audience Builder. In some reports, these users levels are categorized under the following groupings:
- Live users are all users who are Engaged, Active, or Passive. These are the users you are impacting the most with your emails.
- Valid users are all users who are not categorized as Hardbounce or Opt-out. These are the users you are able to communicate with-your effective list size. In the Lists page, the total number of users are reported under "Emails" and Valids are reported in the adjacent "Valids'' column.
Engagement Groups
Engagement Groups are governed by how recently a user has engaged with your email or site. Recency is defined by your selected Engagement Days period. For example, if you set your Engagement Days period to 30 days, then a user taking one or more actions (visiting your site or clicking an email) in the past 30 days is classified as Engaged. A user who interacted with your messaging in a period before the past 30 days but not within that period is classified as Disengaged. See Define Recently with Engagement Days for some suggested engagement periods depending on your messaging schedule.
Engaged
A subscriber who had one or more of the following events take place during the set engagement window:
- Opened or clicked a message within the Engagement Days period AND has visited the site during the same period.
- Visited the site during the Engagement Days period but has not opened or clicked an email. Engagement is tracked with Real Clicks and Real Opens.
Pageviews are also tracked to calculate Engagement but may come from any source.
To track Engaged users, you must have Personalization Engine enabled on your website.
Active
A subscriber with one or more Real Clicks but who hasn't browsed any additional pages on your site.Active status is defined by your selected Engagement Days period.
Passive
A subscriber who has one or more Real Opens but who hasn't clicked on a message or logged any pageviews on your site.Passive status is defined by your selected Engagement Days period.
New
A subscriber whose account was created during the Engagement Days period but who does not have any Real Opens or Real Clicks.
Disengaged
A subscriber who has interacted in the past with Real Opens, Real Clicks, and pageview activity, but didn't during your Engagement Days period.
Dormant
A subscriber with no Real Opens, Real Clicks, or pageviews on your site. A recently added user will not be considered Dormant until the Engagement Days period has passed and message or site activity hasn't occurred.
Hardbounce
Subscribers whose email address was reported as permanently undeliverable by the recipient server, or the server does not exist. These addresses will not be emailed again.
Opt-out
Subscribers who have opted out from all emails. They will not be emailed. Users who have only opted out from specific templates or lists are not included. See User Opt-Out Levels.
Define "Recently" with Engagement Days
You can change the number of days within which user activity must occur in order to be considered engaged. Modify the number of "Engagement Days" on your Business Settings page (Settings > Business) . By default, your Engagement Days value is set to 7.
| If the average user receives email from you | Recommended Engagement Days Value |
| Daily | 7 days |
| Weekly | 30 days |
| Monthly | 90 days |
