AI Inspiration: Engagement Scoring

Written by Grace Roberts

A healthy domain is the foundation of all great email marketing strategies. With engagement scoring marketers can now communicate with their customers with confidence, knowing their audience is engaged and they’re using the perfect language executed through the right technique.

A customer who is engaged is more likely to become a loyal customer. Engagement scoring is the solution to understanding which approach is needed for your contact base.

What is Engagement Scoring?

Engagement scoring is one of 4 new features in Clang which allows you to use the performance of your past campaigns to improve future success. Using historical clicks and opens on an individual level we can see who within our profiles are engaged and how to accelerate that interaction and ultimately boost our revenue.

What does this really mean? 

When we look at the whole picture, more engaged customers equals better domain health. The more personalised and relevant your communications are, the more likely your customers are to interact with your brand. Ultimately, this will aid your company in increasing its reach to a wider audience.

Each member’s score is built up from different interactions with your communication. This means that you can craft your automated campaigns to nurture your prospects and develop a strong relationship with them. By enabling engagement scoring you can make your marketing strategy smarter by analysing the data and results, you can better understand what engages specific audiences and which campaign will resonate more. Rather than spending time on a win-back campaign on an inactive customer base, you can focus your efforts into rewarding their loyalty instead.

How to use this information

Let’s say you want to re-direct some sleeping contacts within your database who haven’t shown any interaction with your company for 6 months. Use engagement scoring like a weed killer. If someone hasn’t engaged with an email in 6 months manage your database by prompting them to opt-in again, you can use this strategy to remove the deadwood. It may seem detrimental, a bigger list is better right? Wrong. A huge list with low engagement is only damaging your brand’s reputation, meaning your emails are more likely to end up in junk.

Every organisation is different and we cannot provide a one size fits all solution to the maintenance of your mailing list but it is wise to keep two things in mind when you’re putting your own strategy together and evaluate what is appropriate for your business.

  • Your last customer interaction was 12 months ago. Seasonal offers re-attract the same audience that they did last year. Don’t hastily delete them, assess whether they are likely to approach you again.
  • There is still value in your brand name. A customer may not have engaged with your email, but just seeing your name in their inbox reminds them of your existence.

There is also a wealth of knowledge in breaking down your engagement scores. You can then use this data for further analysis. Segment it into key demographics like location, industry and age.

What type of campaigns can you use?

Depending on the level of engagement of your contact database, you can use one of the following strategies to maximise the success of your communications to them.

  • Reactivation Campaign
    A reactivation campaign is a marketing strategy designed for inactive, unengaged users. The goal is to convince your targeted audience to subscribe, or interact within the email by clicking on any elements.
  • Loyalty CampaignA loyalty campaign is a marketing strategy aimed at engaged audiences who have repeatedly purchased from you. This campaign is used to encourage customers to continue to buy from or use the service of your company.
  • Newsletters
    A great way to check how engaged your audience is. Your newsletter is a strategy used to communicate regularly with your subscribers, delivering the latest news and updates from your business. Your newsletter is a great way to show your subscribers the human side of your company, making them feel connected to you.

Optimised campaigns help boost your revenue

Having a wealth of insights you can use from your customers’ behaviours and interests can maximise your relevance to them and improve your brand reputation. Find out more about optimising your campaigns to boost your revenue.


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