Email Activity Criteria

Email Activity criteria allow you to create segments based on how contacts were targeted, delivered to, and interacted with in email campaigns.

These criteria evaluate message-level events such as delivery, opens, clicks, bounces, forwarding, and unsubscribes. They are typically used to build follow-up and re-engagement scenarios based on how contacts responded to a specific email.

Segments can reference prepared or sent messages. All past and future sendouts of the selected message are considered.

Limitation
Email Activity criteria evaluate interactions on the message (sendout) level. They cannot be used in CMS message paragraphs, which operate on individual content blocks rather than entire emails.

Received

Allows you to segment contacts based on whether a message was successfully sent to them or excluded from delivery, for example due to audience selection or delivery failures.

This criterion focuses on delivery status, independent of any interaction with the message.

Settings

Setting	Description
Received	Yes: the message was treated as delivered (no skip or delivery failure recorded). No: the message was not delivered or not sent to the contact.
Scope	Defines whether the criterion refers to a Group, Message, Message Category, or has no additional restriction.
Group Name	Select the group the message was sent to (relevant only if Scope includes Group).
Check Membership	Yes: include only contacts who are or were members of the selected group. No: ignore group membership.
Message Type	Sent: an already sent message. Prepared: a prepared message; all past and future sendouts are considered.
Message	Select the referenced message (relevant only if Scope includes Message).
Number of Occurrences	Define how many sendouts must meet the condition.
In Timeframe	Restrict evaluation to a defined period.

More Details

A message is considered received if no skip or delivery failure was recorded.
A message is considered not received if it was not sent to the contact or could not be delivered.

Opened

Allows you to segment contacts based on whether they opened a delivered message, indicating initial engagement with the email.

This criterion evaluates interaction tracking, not delivery.

Important
An open is recorded only when the tracking pixel is displayed or when a tracked link is clicked. If images are blocked and no tracked link is clicked, a contact may appear as not opened even if the email was read.

Settings

Setting	Description
Received	Yes: the message was treated as delivered (no skip or delivery failure recorded). No: the message was not delivered or not sent to the contact.
Scope	Define whether the criterion refers to a Group, Message, Message Category, or has no additional restriction.
Group Name	Select the group the message was sent to (relevant only if Scope includes Group).
Check Membership	Yes: include only contacts who are or were members of the selected group. No: ignore group membership.
Message Type	Sent: an already sent message. Prepared: a prepared message; all past and future sendouts are considered.
Message	Select the referenced message (relevant only if Scope includes Message).
Number of Occurrences	Define how many sendouts must meet the condition.
In Timeframe	Restrict evaluation to a defined period.

Bounced

Allows you to segment contacts for whom a message could not be delivered and produced a bounce response.

This criterion is used to analyze delivery failures, not engagement.

Settings

Setting	Description
Message Type	Sent or Prepared message.
Message	Select the referenced message.
In Timeframe	Restrict evaluation to a defined period.

More Details

Bounced messages are rejected by the receiving mail server and never arrive in the inbox.
Only contacts who produced a bounce can be selected.
For more information, see Responses.

Link Clicked

Allows you to segment contacts based on whether they interacted with links in a message.

This criterion is typically used to identify active engagement beyond opens.

Settings

Setting	Description
Clicked	Yes: at least one tracked link was clicked. No: no tracked link click recorded.
Message Type	Sent or Prepared message.
Message	Select the referenced message.
Link Type	Any Link, Specific Link, or Link Category.
In Timeframe	Restrict evaluation to a defined period.

More Details

Only links with enabled tracking can be evaluated.
System links are tracked only if Track System Links is enabled in the group settings.
For more information, see Tracking & Links (Tab).

Forwarded

Allows you to segment contacts who actively forwarded a message using the forward-message functionality.

Settings

Setting	Description
Message Type	Sent or Prepared message.
Message	Select the referenced message.
Forwarded	Yes: the contact forwarded the message. No: the contact did not forward the message.

More Details

Forwarding is tracked only when the message is forwarded using the forward-message form.
Forwarding directly from the email inbox cannot be tracked.

Unsubscribed

Allows you to segment contacts who unsubscribed after receiving a message, indicating a negative reaction to the communication.

Settings

Setting	Description
Message Type	Sent or Prepared message.
Message	Select the referenced message.