Score
Delivery rate = 95%
3
Open rate = 24%
1
Click-through rate = 12%
2
Conversion rate = 1.5%
2
Percent of list clicking within past month = 50%
3
Opt-in rate = 3%
3
*Spam complaint rate = 10%
1
*Unsubscribe rate = .01%
2
Total engagement score
17
*With the spam complaint and unsubscribe rates, the higher the number for these metrics, the lower the score should be
The overall engagement score in this example is 17. Although each metric is a key performance indicator, rolling up the metrics in a scoring system like this will give you a quick snapshot of the audience's health and its performance. If there is a big change from mailing to mailing, it is easy to identify which individual key performance indicator is dragging you down.
From here you can begin to focus on subscriber behavior when creating audience segments. Create engagement rules (for example, the number of subscribers clicking at least one link during past three or four mailings vs. those clicking more frequently and those not clicking at all). This approach will create a behavioral segmentation framework to drive subsequent mailings and remarketing campaigns and in turn provide an overall effective means of targeting subscribers based on their engagement. Applying this approach to reactivation mailings can help spot dormant subscribers and with the right offer breathe new life into dying ones.
Until next time, keep on mailing.