Tailor the Engagement Score

[Anonymous]

I know that not much has been said about the engagement score and I understand that it is proprietary, so you cannot reveal how it is calculated, however...

I was wondering if it can be tailored to each organization. For example, we are entirely B2B and would rather not be compared to B2C communications. Similarly, we are an I.T. organization and would prefer to be compared to other companies similar to us rather than a manufacturer or professional services group. 

I'm sure this would be complicated, but it would help to understand where we stand with regards to our competition.

[Anonymous]

I wholeheartedly agree: the compound score is at best not actionable and at worst biased toward the wrong actions.  

• Are click throughs always good?  Not if you send emails designed to maintain a warm fuzzy feeling
• Are new sales following an email always good?  Not if it leads to sending only promo emails
• Are unsubscribes always bad?  Not when you encourage unsubscibes as a way to better target your list

[Anonymous]

In the future, we plan on doing benchmarking against different industries (as an example) and this will allow you to compare your results with other companie more like yourselves.

[Anonymous]

Thanks for the update, Cheryl! Do you have any idea when an update like this will be available? I'm really hesitant to share scores with our executives because I know that the industry I work in and the industries we target typically have low scores.

Regardless, I do think the Engagement Score will be helpful from a 'relative' perspective, meaning, just as a comparison to how pieces of our content perform against other pieces of our content, etc. So I'm excited for the engagement score, but looking forward to industry benchmarking!

[Anonymous]

The score of your content is being calculated solely from your content, nobody elses.  We developed the weightings for the score by looking across all of our customers.  So your scores will be accurate for your leads engaging with your content.  I would not be hesitant to share this score but agree that the benchmark will provide additional insight.