Understanding Contact Engagement Score
The engagement score allows you to evaluate the level of interaction your contacts have with your email campaigns.
Each contact automatically receives a rating ranging from 0 to 5 stars, calculated based on their behavior: opens, clicks, unsubscribes, complaints, etc.
This score helps you identify the most active contacts and better manage your marketing campaigns.
By default, a contact will receive 3 stars upon import into your lists, based on the assumption that they have agreed to be contacted by you.
How Does the Engagement Score Work?
The score automatically evolves based on the contact's interactions with your emails.
The more a contact opens, clicks, or interacts with your campaigns, the higher their score increases.
Conversely, an inactive contact or one who has taken a negative action will see their score decrease.
When a contact is added to a list, they automatically receive 3 stars, corresponding to an average engagement level. This assignment reflects the fact that the contact has agreed to receive your communications.
Star Rating Correspondence
Number of Stars Meaning Exported Score
0 stars | The recipient is unsubscribed or has filed a complaint. | 0 |
1 star | Very low activity | 0 to 0.2 |
2 stars | Fairly low activity | 0.2 to 0.4 |
3 stars | Average activity | 0.4 to 0.6 |
4 stars | Fairly high activity | 0.6 to 0.8 |
5 stars | Very high activity | 0.8 to 1 |
Score During Exports
When exporting contacts, the engagement score is displayed as a value between 0 and 1.
This value directly corresponds to the engagement level represented by stars.
Example:
5 stars = score between 0.8 and 1
3 stars = score between 0.4 and 0.6
1 star = score between 0 and 0.2
Why Use the Engagement Score?
The engagement score allows you to, in particular:
identify the most responsive contacts;
segment your audiences according to their activity level;
improve the deliverability of your campaigns;
target the contacts most likely to open or click;
identify inactive contacts to re-engage or remove.
The higher a contact's score, the greater the likelihood that they will interact with your upcoming campaigns.