What is a good lifetime engagement number?
There are 2 forms of engagement we record, mailing engagement and contact (lifetime) engagement.
The mailing engagement score is the result of a formula involving recipient actions for a campaign, divided by the number of recipients of that campaign.
The contact engagement score is a result of a formula involving actions by a specific contact over time, divided by the number of campaigns received by the contact over time.
Ultimately, the answer to the question to what is a good score is: "It depends".
There really is no "ideal open rate" for everyone. Any engagement by your contacts or in your campaigns is a good thing. Marketers should be asking themselves, "What am I trying to get out of this?" Is it more traffic to your website? If you're selling something, is it more sales? Or, is it simply more opens and clicks on the email?
There isn't much relevance in how one program is doing versus another unless they're identical. No matter what the end goal is—the key is to strive for constant improvement. And the only way to know if you're doing that is to create your baseline, test, and watch performance over time.
Note: Lifetime engagement is separate from our Enterprise Feature, Advanced Engagement Scoring. For more on that feature, click here.