Targeting criteria

When sending new traffic, only target your highest engaged users during the early phases of IP warming. This helps establish a positive reputation from the get-go to effectively build trust before rolling in your less engaged audiences. Here’s a basic formula for engagement:

Formula for engagement

Typically, an engagement rate is based on a specific period of time. This metric can vary drastically depending on if the formula is applied on an overall level or for specific mailing types or campaigns. The specific targeting criteria needs to be provided by working with your Adobe deliverability consultant, since every sender and ISP varies and usually requires a customized plan.

Product specific resources


  • How to increase engagement and retention rates (tutorial): Identify engaged audiences through their behavior using Cohorts and know the underlying causes driving stickiness in your mobile apps. Use data science algorithms in Segment IQ to know the differences and similarities between segments.

Campaign Standard