Email Engagement Filters
Filter contacts by opens, clicks, and activity
Email Engagement Filters
Email engagement filters let you build segments based on how contacts interact with your campaigns. These filters are essential for identifying active subscribers, re-engaging dormant contacts, and maintaining a healthy sender reputation.
Available Engagement Filters
Email Opened
Matches contacts who have opened one or more of your email campaigns. Configuration options:
- Any campaign — the contact opened at least one campaign in the specified time window.
- Specific campaign — the contact opened a particular campaign you select from the dropdown.
- Time window — restrict matches to opens that occurred within a relative time period (e.g., “in the last 30 days”).
Email Not Opened
The inverse of “Email Opened.” Matches contacts who have not opened any campaign (or a specific campaign) within your time window. This is invaluable for building re-engagement or sunset segments.
Email Clicked
Matches contacts who clicked a link in your emails. You can filter by:
- Any link in any campaign — broad engagement filter.
- Any link in a specific campaign — clicked anything in one particular send.
- A specific URL — clicked a particular link (useful for tracking interest in specific products or content).
Email Not Clicked
Matches contacts who received campaigns but never clicked any link. Combine with “Email Opened” to find contacts who open but don't click — a signal that your content or calls to action may need improvement for that group.
Last Active Days
Filters contacts by the number of days since their most recent engagement (open or click). Operators:
- Less than — contacts active within the specified number of days (e.g., active in the last 14 days).
- Greater than — contacts who have been inactive for longer than the specified number of days (e.g., inactive for 90+ days).
Common Engagement Segments
| Segment Name | Rules |
|---|---|
| Highly engaged | Email clicked, any campaign, last 14 days |
| Active readers | Email opened, any campaign, last 30 days |
| At risk | Email not opened, any campaign, last 60 days |
| Dormant | Last active days greater than 90 |
| Openers who don't click | Email opened (last 30 days) AND Email not clicked (last 30 days) |
Tips
- Email open tracking relies on a tracking pixel. Some email clients block images by default, so open data may undercount actual opens.
- Click tracking is more reliable than open tracking because it requires an active user action.
- Regularly segment inactive contacts and consider a re-engagement campaign or list cleanup to protect your sender reputation.
- Engagement filters update dynamically — as new campaigns are sent and tracked, segment membership adjusts automatically.