Mailchimp provides a contact rating for each of your email marketing contacts, on a scale of one to five. Use this information to send an appreciation campaign to your most engaged contacts, or send a re-engagement campaign to try and win back contacts who haven't clicked a link in a while.
In this article, you'll learn how we determine contact ratings and what you can do with them.
To determine contact ratings, Mailchimp monitors regular and A/B testing email campaigns only. Activity from ads, automations, and landing pages is not included.
How contact ratings work
Behind the scenes, we use a 16-point scale to measure contact engagement. To help you see at a glance how a contact rates among others, we convert that number and display an associated star rating. Everyone starts at zero, or two stars.
To determine where contacts fall on the engagement scale, we measure their click activity against your send frequency. We recalculate contact ratings each time you send a campaign. It can help to think of this in terms of averages. For example, we'd weigh a contact who doesn't click a link in a monthly email more heavily than we would a contact who doesn't click a link in a weekly email.
Here's an overview of what the star ratings mean.
|Star Rating||Contact Activity|
|This recipient has either unsubscribed and resubscribed, or soft bounced in the past.|
|No engagement. This recipient is most likely a new contact, or a previously engaged contact who's gone dormant.|
|Low engagement. This recipient clicks some links in your campaigns. They are either inconsistently engaged, or they haven't been in your audience long enough to have earned a higher rating.|
|Moderate engagement. This recipient often clicks links in your campaigns when you send.|
|High engagement. This recipient clicks links in your campaigns very consistently.|
All new contacts start out at a two-star rating, which corresponds to zero on the engagement score scale. Contacts will only earn a negative engagement score, which lowers their star rating, if they've filed a complaint against you, or their address bounced. If they simply remain unengaged, or don't click links in your emails, their score is expected to stay at two stars.
Hard bounces and contact ratings
Bounced addresses normally result in a low contact rating. However, hard bounces aren't always accurate. If we see that a contact with a high contact rating hard bounced, we'll reset their activity score to zero but we won't immediately remove them from your audience.
What you can do with contact ratings
Contact ratings work like other contact data in your audience, so you can easily view it or create segments from these ratings. You can view contact ratings in your audience or a contact's profile. You can also create segments of low-, medium-, or high-activity contacts, depending on who you're trying to engage.
Here are a few examples of how you can use contact ratings to segment your contacts.
Reward engaged contacts
Send a targeted campaign to your four- and five-star contacts that offers a promotion, discount, or other reward for their business. For example, offer free shipping or a discount on a popular product.
Re-engage inactive contacts
Most audiences have some contacts who aren't active and don't engage with campaigns. Target contacts with a low contact rating to try and get them to re-engage with your brand. For example, send an exclusive offer or promote a contest or give-away.
Remove inactive contacts
If you've determined that your inactive contacts can't be re-engaged, you can use contact ratings to find and remove these contacts from your audience. This cuts down on your subscriber count and could potentially reduce your monthly bill.