What metrics define “engaged” vs “inactive”?

The core engagement metrics are opens, clicks, conversions, replies, and website visits attributed to email. Post-Apple Mail Privacy Protection, clicks and conversions carry more weight than opens since open tracking is increasingly unreliable for Apple Mail users.

Define engagement tiers by recency and depth. Example framework: Highly engaged = clicked in last 30 days OR purchased in last 60 days. Engaged = clicked in last 60 days. At-risk = opened but no click in 60 days. Dormant = no click in 90 days. Inactive = no click in 180+ days. Adjust timeframes based on your sending frequency—daily senders need shorter windows than monthly senders.

The best engagement metric is the one tied to business outcomes. If clicks correlate with purchases, weight clicks. If replies indicate sales opportunities, include replies. Don't define engagement abstractly—define it based on what behaviors actually matter for your business. An "engaged" subscriber who never buys may be less valuable than a "dormant" subscriber who purchases annually.