To help you target different subscribers, we offer a segmentation criteria called email marketing engagement. Email marketing engagement is a measure of how your subscribed contacts interact with your email campaigns. We take that activity, compare it to how long they’ve been in your audience, and classify them on an engagement scale.
In this article, you’ll learn about email marketing engagement, how we determine which level of engagement a subscriber is in, and how to use that information to create targeted campaigns.
Levels of Engagement
Subscribed contacts can fall into one of 4 email marketing engagement levels at a given time: new, rarely, sometimes, or often.
To determine a contact’s level of engagement, we’ll compare their activity score to how long they’ve been subscribed. Here’s a bit more information on each of those measures:
We’ll look at each subscriber’s campaign activity, like opens and clicks, and measure that against your sending frequency.
- Time subscribed
This is a simple measure that looks at when someone subscribed to receive marketing content from you.
To stay up to date, we recalculate subscribers’ engagement levels as you send email campaigns. Here’s an overview of all the levels of subscriber engagement.
|Engagement Level||Activity Score||Time Subscribed|
|New||0 or above||Less than 1 month|
|Rarely||0||More than 1 month|
|Sometimes||1-2||More than 1 month|
|Often||2 or above||More than 1 month|
We’ll consider anyone who has been subscribed less than a month a new subscriber unless they have a negative activity score. Subscribers will only earn a negative activity score if their address bounced, or if they've filed a complaint against you. If they simply remain unengaged, or don't open emails, we’ll mark them as rarely engaged.
Keep in mind that these engagement categories are simply a tool for you to use. How you value each bucket depends on what’s normal for you and your business. For example, if your business is seasonal, lower overall engagement with your email marketing may be normal for you.
What You Can Do with Email Marketing Engagement
Think of email marketing engagement as another piece of data you have about your subscribed contacts. You can create segments based on subscriber engagement levels to target specific sets of subscribers.
Here are some examples of how you can use email marketing engagement to segment and target subscribers.
- Reward engaged subscribers
Create a segment of your subscribers who engage often and offer a discount or promotion to say thank you.
- Re-engage subscribers
Create a segment to target subscribers who rarely engage with your content and offer them an incentive to re-engage, like a special offer or giveaway. If your subscribers still aren’t engaging with your emails, consider targeting them with an ad instead.
- Combine segmentation criteria
You can create a more complex segment to target subscribers based on engagement and something else about them. For example, you might want to target people who engage often and interact with all your campaigns, but don’t actually buy anything. To do this, you’d segment based on email marketing engagement and e-commerce purchase data.