In short, it is a mathematical calculation of the recipient's quality based on its responses to the e-mail campaigns sent and its behavior. The system automatically evaluates the whole set of criteria:
From this information, the system calculates Engagement score ranking on a scale from 0 to 5 points:
The default starting score value of each recipient is 3 points. This changes over time as the recipient interacts with messages sent to him. The behavior of the recipients varies depending on many factors - from frequency of the campaigns sent, to the attractiveness of the content, the date and time of delivery, or the availability of the recipient over time (holidays, weekends, etc.). System takes all of these variables into consideration and updates the score on a daily basis.
The Engagement Score separates these fluctuations from the usual behavior of the recipient and provides an accurate picture of the recipient's interest or lack of interest in the long term, including monitoring the trends of individual recipients. Basically, every message sent to the recipient results in a decrease in engagement and the recipient's response (read, click, conversion) increases. Other factors, such as the frequency of messages sent, the past behavior of the recipient, the type of activity, etc., also influences the decrease and increase in engagement.
An important complementary information for individual scores is the engagement trend, which shows the evolution of the beneficiary's behavior. Engagement trend can be:
If you target your campaigns by engagement score or trend → you send fewer messages but better targeted → you will have a higher percentage of relevant recipients → who will respond positively to your messages → which will give you a better reputation → it will give you better deliverability in other campaigns → and that all will lead to better performance for all of your campaigns.
With campaign delivery capping, you can easily define conditions to target recipients with specific engagement score or trend the campaign should be sent to.
Typically, campaigns with strong incentives (discounts, promotional items, etc.) should be sent with low frequency (less than 1 week) to segments with 1 and 2 points to try to reactivate them.
On the other hand, you can send mass campaigns without incentives or with personalized incentives reflecting recipient's importance to high-value customers with 4 or more points.
It is also important to take the engagement trend into account. If the recipient has a downward trend, campaigns need to be adapted to increase incentives or reduce the frequency of messaging. Using a combination of score and trend can be a powerful tool to reduce the frequency and increase the engagement of the recipients.
Using engagement segmentation has a major impact on the success of your campaigns, and thus your return on investment in email marketing. Typically, 70-80% of recipients have low engagement and are therefore primarily a cost, while 20-30% of recipients are those who will bring your business revenues. However, this does not mean that some segments should be ignored while others get more attention - it means that these segments require different type of communication and budget. By using engagement score segmentation, you can not only save significantly on the cost of sending email marketing messages, but also on their preparation. Good campaign execution will reactivate less active recipients, reverse the downward trend, improve engagement and, last but not least, increase the success of your campaigns.