Definition
Email engagement tiering divides a subscriber list into groups based on recent engagement behaviour. A typical tier structure includes active subscribers (opened or clicked in the last 30 days), slipping subscribers (30-90 days since last engagement), at-risk subscribers (90-180 days), and dormant subscribers (180+ days). Each tier receives different sending frequency, content types, and strategic treatment designed to maximise the value of that group while protecting deliverability.
Tier Application
- Active tier: Full sending frequency, all content types, personalisation at maximum depth
- Slipping tier: Reduced frequency, re-engagement content, surveys to understand declining interest
- At-risk tier: Minimal frequency focused on re-engagement, preference centre invitations, win-back offers
- Dormant tier: Suppressed from regular sends, receiving only the final re-engagement sequence before sunset
Best Practices
- Define tier boundaries based on your specific engagement cycle rather than arbitrary time windows
- Review tier definitions quarterly since engagement patterns shift with seasonal and market changes
- Monitor movement between tiers as a leading indicator of list health trends
- Create specific content strategies for each tier rather than sending the same email at different frequencies
- Automate tier transitions so subscribers move between groups based on behaviour without manual intervention
Related Glossary Terms
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.
Dynamic Content
Dynamic content in email refers to content blocks that change based on subscriber data, behavior, or preferences within a single email send.
Email Account Health Score
A composite metric that evaluates the overall health of an email sending programme based on deliverability, engagement, list quality, and compliance factors.
Email Browser Push
Comparing email marketing with browser push notifications as complementary channels for subscriber engagement and re-engagement.
Email Campaign Diminishing Returns
The principle that each additional email send generates less incremental revenue or engagement as frequency increases and inbox competition grows.
Email Consent Granularity
The level of detail at which subscriber consent is obtained, specifying exactly what types of email communication the subscriber agrees to receive.