User Engagement Levels

It’s not enough just to build a large list. You want users who are engaged with your content — people who read your emails, click the links, and browse your site.

Learn more about engagement levels, how they are determined, and how you can use them.

Sailthru classifies users into distinct groups based on their engagement level. You have the option to modify the number of days within which users must interact with your email or site in order to be considered “Engaged” or meet other thresholds of activity. The default Engagement Day period is 7 days. To modify this time period, visit the Business Settings page in My Sailthru.

You will see the Engagement groups in many reports in My Sailthru, 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




Site browsing alone does not define a user’s engagement level. To be considered Engaged, users must fulfill one of the following conditions:

  • Visited the site within the Engagement Days period AND has never clicked an email before.
  • Visited the site within the Engagement Days period AND has clicked an email before AND the click time was within the Engagement Days.

To track Engaged users, you must have Sailthru’s Personalization Engine enabled on your website.


Users who have recently* clicked a link in one of your emails, but who have not browsed to any additional pages on your site.


Users who have recently* read one of your emails with images turned on, but have not clicked any link in those emails or otherwise visited your site.


Users who have recently* been added to Sailthru–their profile was initially created within your chosen Engagement Days period–but have not yet read or clicked your emails. New users’ engagement levels change to Passive or Active when they open or click an email. If they take no action, they become Dormant once your Engagement Days period has elapsed. Their status would then change again if they later read/click email or browse your site.


Users who opened or clicked your emails in the past but have not done so recently*.


Users who have never opened or clicked links in your emails, or browsed your site, with the exception of those who were recently* added and will not be considered dormant until the Engagement Days period has elapsed (if email or site activity still has not occurred).


Users 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.


Users 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.

*See “Define ‘Recently’ with Engagement Days,” below.

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 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.

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 Settings – Business tab page.

If the average user receives
email from you

Sailthru Recommended
Engagement Days Value


7 days


30 days


90 days

By default, your Engagement Days value is set to 7.