Engagement score doesn't make sense

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Engagement score doesn't make sense

Hi guys,

Our engagement score never makes sense and I read a lot about it but it makes even less sense. Basically it's usually around 38-41 and a really really good email is 52.

Example: I sent an email to 900 people, open rates were 71.4%, CTR 9.2%, unsubscribe 0.1%, CTOR 12.8%.

How can that be an engagement score of 52. In other words, average email but comm on it's a great email! It's very irritating. I kind of adjusted the scoring for myself - a bad email is 35, a good one is 40 and very good is 50 but I'd like to understand why it's not working properly for us.

Any idea?

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3 REPLIES 3
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Re: Engagement score doesn't make sense

Hello Nejka,

It depends if you are sending the emails directly through the stream or are you using a program to send them. They both are calculated differently (When programs are used as content in streams, the engagement score is based on program membership and success status, not email interaction (clicks, opens, unsubscribes). If you are sending them directly you should check with Marketo's support (according to your example).

Ronen Wasserman
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Level 10 - Champion Alumni

Re: Engagement score doesn't make sense

We don't place much value in the engagement score.  Especially since we use child programs in our engagement programs - and track engagement/success at the program level.

Understanding the Engagement Score - Marketo Docs - Product Documentation

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Re: Engagement score doesn't make sense

If the engagement score funcationality is not accurate or valued how are marketers detemining the best content in their content streams?