Engagement – based on email marketing

Email marketing engagement is a measure of how your subscribed contacts interact

with your email campaigns. We take their click activity, compare it to how long
they’ve been in your audience, and classify them on an engagement scale.

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.

• Activity
Each contact's campaign activity, specifically clicks, measured against your
sending frequency.
• Time subscribed
A simple measure that looks at when someone subscribed to receive
marketing content from you.

We recalculate contacts’ engagement levels as you send email campaigns. Here’s

an overview of all the levels of contact engagement.

Activity Score Time Subscribed Engagement Level

0 or above Less than 1 month New
0 More than 1 month Rarely
1-2 More than 1 month Sometimes
2 or above More than 1 month 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 in each contact's individual profile.

To target specific sets of contacts, you 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 contacts.
• Reward engaged contacts
Create a segment of your contacts who engage often and offer a discount or
promotion to say thank you.
• Re-engage contacts
Create a segment to target contacts who rarely engage with your content and offer
them an incentive to re-engage, like a special offer or giveaway. If your contacts 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 contacts 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.