Engagement calculations are based on a configurable formula that compares the number of recipient actions (such as opens, clicks, forwards, etc.) to the number of messages received.
Find your engagement score formulas-
- From the 'Home' page, click the "Settings" cog on your top-level navigation.
- Click "General Account Settings" at the top left.
- Choose the "Settings" tab.
Other than comparison reporting, it is possible to create segments based on Contact Engagement scores (segments that include or exclude contacts based on Engagement scores above or below a chosen value) if you are currently using our Professional or Commerce packages.
MORE INFORMATION ABOUT ENGAGEMENT SCORE
There are two types of engagement: mailing level and contact level.
1. For Mailing Engagement, the score is the result of a formula involving the listed recipient actions for that mailing, divided by the number of recipients of that mailing.
There is a default calculation in place for all accounts. 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 (CP = Configurable Points) (# Unique opens * CP) + (# Unique clicks * CP )+ (#Total forwards * CP) + (# Unique Clickstream Purchases * CP) + (# Total Shares *CP) +(# Unique unsubs * CP) / Received
2. For Contact Engagement, the 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.
Contact Engagement (CP = Configurable Points) (# Unique opens * CP) + (# Unique clicks * 0.25) + (# Total forwards * CP) + (# Unique Clickstream Purchases * CP) + (Total Shares * CP) / # Mailings ("Clickstream Purchases" refers to Delivra's purchase tracking feature, not available in all lists).
These are index values, meaning that they are useful primarily for comparison purposes. There is no universal "right" or "recommended" engagement score, because not all mailing lists use all of the tracking features included in the formulas. But because the formula is the same for every contact or mailing within a list, the engagement indexes are useful for comparisons to see which mailings are performing the best, or which contacts are the most actively interested in the list's mailings.