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
Note: 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. 


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 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--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.

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

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