About Contact Ratings

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 subscribers, or send a re-engagement campaign to try and win back subscribers who haven't opened or clicked 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 subscriber engagement. To help you see at a glance how a subscriber rates among others, we convert that number and display an associated star rating. Everyone starts at zero, or two stars.

To determine where subscribers fall on the engagement scale, we measure their open and 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 subscriber who doesn't open a monthly email more heavily than we would a subscriber who doesn't open a weekly email.

Here's an overview of what the star ratings mean.

Star RatingContact Activity
one starThis recipient has either unsubscribed and resubscribed, or soft bounced in the past.
two starsNo engagement. This recipient is most likely a new contact, or a previously engaged contact who's gone dormant.
three starsLow engagement. This recipient opens or clicks your campaigns but is either not consistently engaged or hasn't been on your audience long enough to have earned a higher rating.
four starsModerate engagement. This recipient often opens or clicks your campaigns when you send.
five starsHigh engagement. This recipient opens or clicks your campaigns very consistently.

New Subscribers

All new subscribers start out at a two-star rating, which corresponds to zero on the engagement score scale. Subscribers 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 open emails, their score should stay right around 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 subscriber 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.

About Bounces

Soft vs. Hard Bounces

What You Can Do With Contact Ratings

Contact ratings work just like other subscriber data in your audience, so you can easily view it or create segments from it. View contact ratings in your audience or a subscriber's profile. You can also create segments of low-, medium-, or high-activity subscribers, depending on who you're trying to engage.

About Subscriber Engagement

Getting Started With Segments

Example Uses

Here are a few examples of how you can use contact ratings to segment your subscribers.

Reward Engaged Subscribers

Send a targeted campaign to your four- and five-star subscribers 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 Subscribers

Most audiences have some subscribers who aren't active and don't engage with campaigns. Target subscribers 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.
Re-Engage Inactive Subscribers

Remove Inactive Subscribers

If you've determined your inactive subscribers can't be re-engaged, you can use contact ratings to find and remove these subscribers from your audience. This cuts down on your subscriber count and could potentially reduce your monthly bill.
Remove Inactive Subscribers

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