The term "engagement" that is seen in mailing reports refers to a formula involving mailing recipient actions (opens, clicks, forwards, unsubscribes, etc.) divided by the number of recipients of that mailing. This score is commonly used to gauge recipient interaction for the mailing as a whole and to identify mailings that may not be as effective.
1. It is important to note that the engagement score is an index or summary of combined actions, and not measured on a set scale (i.e. on a scale of 1-10).
2. It is also important to understand how differing audiences or differing mailing types (i.e. informational vs. promotional) can return very different measurements of engagement. Compare "apples to apples" when using the mailing engagement score to draw conclusions of your mailing success.
3. There is no universal "right" or "recommended" engagement score, because not all accounts use all of the tracking features included in the formulas. But because the formula is the same for every mailing within an account, the engagement indexes are useful for comparisons to see which mailings are performing the best.