The engagement score measures your mailing list's actual interest in the communications you send; in other words, it defines whether a contact is active or inactive.
This rating is based on a time frame we call recency, which is the time window within which we analyze the behavior of contacts in terms of opens and clicks so that we can then categorize them according to the interest they actually show.
By default this period is set at 91 days. In the case of daily mailings, for example, it can be shortened to consider as unengaged a contact who has not opened communications for more than a month.
You can customize the recency period for each of your databases by following the path:
Profile Studio > Database List > Database Name
at the name click on the settings icon and choose 'Setup'
In the main tab you can change the time frame (defined in days):
Types of Engagement
Depending on the interest your contacts show in your communications they will be divided into:
- Clickers: contacts who in the recency period clicked on at least one email.
- Openers: contacts who in the recency period opened at least one email but never clicked.
- New: contacts who received their first communication in the recency period and neither opened nor clicked.
- Ex Openers: contacts who opened or clicked on emails in the past but never opened or clicked in the recency period.
- Never Openers: contacts who never opened or clicked on any communication.
- Out of recency: contacts who never received a communication in the recency period.
How to use engagement
With the engagement score you can assess not only the interest of individual contacts in the communications you send, but also of the entire database.
To learn about this data you can view the overview of the database you are interested in.
This data also allows you to filter contacts and create audiences according to engagement.
Filter contacts
- Place them in your database
- Click on Contacts
- Click the Filter button
- Search for the Engagement field
- Choose the desired value(s)
- Click the Apply button
Create a dynamic audience:
- Position yourself in your database
- Click on Audience Management
- Choose the Dynamics heading
- Click the New Audience button
- Select the Subscribed contacts item and click the button 'Create audience'
- Name the audience
- Choose the desired criteria, in the example Never-Openers and Ex-Openers were selected to create the audience of inactive contacts
- Click the Create Audience button
By creating an audience of Inactive contacts, you can attempt to reactivate them by sending them communications that will stimulate them to interact again, or again you can attempt to reactivate never-operners or exclude them from your mailing targets, if you feel that they may compromise your reputation on the various providers.