What is the formula that determines mailing/contact engagement?

Engagement calculations are based on a configurable formula that compares the number of recipient actions (such as opens, clicks, etc.) to the number of messages received. There are two types of engagement: mailing engagement and lifetime (contact) engagement. We'll cover more details about each below.

Mailing Engagement

Mailing engagement score is the result of a formula involving the listed recipient actions for a campaign, divided by the number of recipients of that campaign. All accounts are assigned a default calculation (seen below). To personalize the engagement score towards your email marketing goals, you can opt to exclude variables in the calculation or increase and decrease the number of points allocated to each variable. 

Mailing engagement formula
CP in the formula indicates configurable points
(# Unique opens * CP) + (# Unique clicks * CP )+ (# Unique Clickstream Purchases * CP) + (# Total Shares *CP) +(# Unique unsubs * CP) / Received

Lifetime (Contact) Engagement 

Lifetime engagement score is the result of formula involving actions by that contact over time, divided by the number of mailings received by the contact over time.  

Lifetime (contact) engagement formula
CP in the formula indicates configurable points
(# Unique opens * CP) + (# Unique clicks * 0.25) + (# Unique Clickstream Purchases * CP) + (Total Shares * CP) / # Mailings 

How-To

Find and edit engagement score formulas

1. Click on the Settings icon from your top-level navigation and choose "Account Management" from the drop-down.
2. Click "General Account Settings" in the left column.
3. Click the "Settings" tab from the left-hand navigation.

Copy engagement score setup to another account

1. Click on the Settings icon from your top-level navigation and choose "Account Management" from the drop-down.
2. Click "General Account Settings" in the left column.
3. Click the "Settings" tab from the left-hand navigation.
4. Scroll to find either engagement score section and click the blue "copy" link.
5. Choose the destination account name from the drop-down menu.
   

Use engagement scoring

Other than comparison reporting, it is possible to create segments based on lifetime (contact) engagement scores (segments that include or exclude contacts based on historical engagement scores above or below a chosen value). You can also evaluate a contact's lifetime engagement score through an Automation workflow (to identify higher / lower scores and send them down different paths).

Notes

1. "Clickstream" indicated in the formulas above refer to our clickstream tracking integration. This integration is not available in all accounts. To learn more about this integration, see this help article.
   
   
2. Standard mailing and lifetime engagement scoring are not the same or part of our Advanced Engagement Scoring feature. Advanced engagement scoring is time-based and also scores on demographic factors. For more about Advanced Engagement Scoring visit this article.