Definition
Engagement recency tracks the time since a subscriber's last interaction. It is the most important signal ISPs use for engagement filtering. Subscribers who engaged within the last 30 days are considered active. Those who have not engaged in 90-180 days are at risk and may need re-engagement. Beyond 180 days, subscribers should typically be suppressed or removed. Segmenting by recency allows you to send full frequency to active subscribers, reduced frequency to at-risk subscribers, and sunset campaigns to lapsed subscribers before removal.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
ARPU (Average Revenue Per User)
ARPU (Average Revenue Per User) is a metric that measures the average revenue generated per email subscriber over a specific period, used to evaluate list value and campaign effectiveness.
Attention Rate
Attention rate is the percentage of email opens that last longer than 5 seconds, distinguishing genuine reads from passive opens, preview-pane views, or Apple MPP auto-loads.
Bounce Rate
Email bounce rate is the percentage of emails that were rejected by the receiving server before reaching the recipient. It is a key indicator of list health and data quality.
Buyer Persona for Email Marketing
A buyer persona is a semi-fictional representation of an ideal email subscriber based on data, research, and behavioural insights used to target and personalise campaigns.
Campaign Internal Rate of Return (IRR)
Campaign IRR is the annualised return rate earned by an email campaign, accounting for the timing and magnitude of costs and revenue across the campaign's full lifecycle.