Email marketing engagement is a measure of how your subscribed contacts interact with your email campaigns. We take their open and click 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 levels and how to use that information to create targeted campaigns.
Levels of engagement
Subscribed contacts can fall into 1 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.
Each subscriber’s campaign activity, like opens and clicks, measured against your sending frequency.
A simple measure that looks at when someone subscribed to receive marketing content from you.
We recalculate subscribers’ engagement levels as you send email campaigns. Here’s an overview of all the levels of subscriber engagement.
0 or above
Less than 1 month
More than 1 month
More than 1 month
2 or above
More than 1 month
If someone subscribed less than a month ago, we'll mark them as new 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.
Let’s say you send a monthly newsletter to your entire audience. Here’s what the different engagement levels might look like over a 12 month period.
Contact A just signed up. They read your most recent newsletter, but we need more time to tell if they’ll remain engaged. This contact’s engagement level is New.
Contact B subscribed to your newsletter a year ago, but opened only 1 of your last 12 emails and clicked 1 link. This contact’s engagement level is Rare.
Contact C occasionally reads your newsletter when they see it at the right moment. They opened 3 of your last 12 emails and clicked 2 links, so their engagement level is Sometimes.
Contact D regularly reads your newsletter and finds content that interests them. They opened 5 of your last 12 emails and clicked several links. This contact’s engagement level is Often.
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 view this information on the audience dashboard, in the contact table, as well as each contact's individual profile.
To target specific sets of subscribers, can use email marketing engagement data in your segments.
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.
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.