What is the Active Metric?

The Active metric is the count of recipients who have at least one open confirmation or response (click, reply or forward) to a message sent to this list, within the last 90-days. To be considered Active, you must have sent email to the contact within the last 180 days. Active contacts are people who are doing something with the email you send. Obviously, some contacts will be more active than others, with the recently active and highly active contacts being the most engaged with your communications.

The Inactive metric is the count of recipients on your list who have no open confirmations or responses within the past 90-day period. To be considered Inactive, a recipient must have been sent at least seven (7) email messages.

The Neutral metric is the count of contacts on your list who do not qualify as either Active or Inactive. Typically, these are contacts you have not sent email to, or contacts with no opens or responses, and who have not yet received the minimum number of email messages to be considered Inactive.

The Active Opener (non-responder) metric is the count of active contacts who have opened at least one message within the last 90 days, but never responded to any email you’ve sent.

The Active Responders metric is the count of active contacts who have responded at least once within the last 90 days to any email you’ve sent to this list. Recent Responders is the count of active contacts who have responded at least once within the last 30 days.