Email Engagement Scoring Overview
- Michael Kalnicki
“Email Engagement Scoring” assigns each of your opted-in supporters a number (between 0 and 11) based on their interaction with your email campaigns and/or email automation emails over the past 12 months. This is an automatic process that updates at the beginning of each month.
You can view and utilize the engagement scoring data in your account in a few areas.
Just like with any email reporting, only links added with the blue WYSIWYG toolbar can be tracked by the platform to know whether the supporter clicked the link and only campaign links will track conversions.
Email Overview Reporting
When you go to the reporting dashboard you will see a single pie graph with the distribution of your supporters into each score 0-11. You can also view the total count of records for each of the 12 categories here.
This month’s score represents the engagement of your supporters over the past 12 months (from the current month).
It only looks at supporters who are opted in (i.e. have a value of Y) against one or more of your opt-in questions.
This month’s score represents the engagement of your supporters over the past 12 months (from the current month).
Supporter Profiles
Email engagement scores will also be available for you to use in building profiles. Now you can create a profile for your inactive records and send out targeted emails only to them.
Email Engagement Scores can also be combined with other filters to build even more targeted messaging based on a supporter’s previous interests, for example.
If you want a range of scores you can use the greater than and less than filters, to include several scores at once. For example, “More than 6” will select supporters with scores 7 and above.
Here is how the score is assigned:
None | None |
|---|---|
1 | Anyone who has converted any landing page from an email in the last 3 months. |
2 | Anyone who has clicked on two or more emails in the last 3 months. |
3 | Anyone who has clicked on one email in the last 3 months. |
4 | Anyone who has converted any landing page from an email in the last 4-6 months. |
5 | Anyone who has clicked on two or more emails in the last 4-6 months. |
6 | Anyone who has clicked on one email in the last 4-6 months. |
7 | Anyone who has converted any landing page from an email in the last 7-12 months. |
8 | Anyone who has clicked on two or more emails in the last 7-12 months. |
9 | Anyone who has clicked on one email in the last 7-12 months. |
10 | Anyone who has opened an email, in the last 12 months. |
11 | All other “opted in” records that have been on file for at least 12 months. |
0 | Supporters whose ‘create date’ is within the last 12 months, is “opted in,” but has not converted on any landing page or clicked on any link within the last 12 months. |
A record can move up and down through each category – based on their engagement frequency and their recorded number of clicks over a twelve-month period – but they cannot exist in two categories at once.
Supporter Record
You can view a supporter’s engagement score by locating their record under “Manage Supporters” and clicking on the “Email Activity” tab of the “Activity Summary” gadget.
An engagement score of 100 means that the supporter is not opted-in to any of your opt-in questions. They are not represented in the reporting.
New Supporters
If the record has not been on file for 12 months, the record will be given a 0 – unless of course they have qualified for a score between 1-10.