Email Engagement scoring
Jonathan Purchase
What is email engagement scoring
• It’s linked to our email marketing service
• All of your opted in supporters now have an
‘email engagement score’ (1-11)
• The score is based around recency and the
level of engagement, over a rolling monthly
period
• We have devised a standardised scoring
system
The scores…
1 – anyone who has converted any landing page from an email in the last 3 months
2 – anyone who has clicked on two or more emails in the last 3 months
3 – anyone who has clicked on one email in the last 3 months
4 – anyone who has converted any landing page from an email in the last 4-6 months
5 – anyone who has clicked on two or more emails in the last 4-6 months
6 – anyone who has clicked on one email in the last 4-6 months
7 – anyone who has converted any landing page from an email in the last 7-12 months
8 – anyone who has clicked on two or more emails in the last 7-12 months
9 – anyone who has clicked on one email in the last 7-12 months
10 – anyone who has opened an email, in the last 12 months
11 – all other opted in records (not 1-10)
To consider
• Email engagement is sequential: a supporter
can only have one score at a time
• Supporters need to be opted in (Y) to be
included
• We update the reports monthly at the end of
the month
• Make sure you insert all email links using our
tracking tools to record clicks and
conversions
Email engagement: stats
Score
March %
Client A
•
1-3
8.23%
302 million emails sent
in 90 day period
36.31%
•
4-6
3.75%
9.06%
7-9
4.41%
22.48%
10
33.61%
26.73%
11 (inactive)
49.97%
5.48%
38 million total email
records
Email frequency
Engagement performance
Average number of emails sent per
record (last 90 days)
Top 20
7.18
Bottom 20
3.08
Benefits
• You can evaluate how your email marketing is performing (based
on emails to different ‘scores’)
• You can measure the progress of your email marketing
• You can use it to keep your list clean, helping email deliverability
(though consider ‘supporter create date’
• In the future, back-end mechanics will mean your most engaged
supporters will receive your emails first, improving email
deliverability
• You can use email engagement scoring in conjunction with other
filters in supporter profiles to build highly segmented supporter
lists…leading to more engaged supporters
Where can you find it?
In reporting, in profiles, in
manage supporters
Into the software…