--- title: "Email Activity Criteria" slug: "email-activity" updated: 2026-08-28T09:40:48Z published: 2026-08-28T09:40:48Z canonical: "docs.mapp.com/email-activity" --- > ## Documentation Index > Fetch the complete documentation index at: https://docs.mapp.com/llms.txt > Use this file to discover all available pages before exploring further. # 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. > [!WARNING] > 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. > > If the system is set up to use Data Store, Email Activity criteria can only query up to 12 months of data, even though these events are retained for 3 years. --- ## 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](/v1/docs/date-picker-in-mapp-engage). | ### 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. > [!WARNING] > 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](/v1/docs/date-picker-in-mapp-engage). | --- ## 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](/v1/docs/date-picker-in-mapp-engage). | ### 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](/v1/docs/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](/v1/docs/date-picker-in-mapp-engage). | ### 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)​](/v1/docs/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. | ## Related - [How-To](/segmentation-builder-how-tos.md)