Engagement Program Reporting Check

[ashah123]

Hi Team,

We have a requirement regarding our approach to new contacts gathered from tradeshows or lists. Instead of immediately integrating them into our standard marketing efforts, we prefer to initiate a warm-up campaign. Once these contacts engage with us, we can then transition them into our regular marketing streams.

To facilitate this, we plan to utilize an engagement program that allows us to manage these contacts at a streamlined level, enabling us to enter and exit them as needed.

I conducted some tests with a few sample contacts to evaluate how the program functions. I found that while it's straightforward to add contacts to the program, the process of removing or pausing them requires clarification. Specifically, if I want to exit someone from the program, should I remove them entirely, or would pausing them within the cadence suffice? It's important to note that we still wish to track open and click rates, even if a contact has been exited or removed from the program.

One observation I made is that when a contact is removed from the program, they no longer appear in the member section. However, their data still shows up in the activity log and email performance reports.

I would appreciate your guidance on whether it makes more sense to remove contacts from the program or simply pause them. Our goal is to eventually include these contacts in our standard marketing efforts, which we can achieve by using a smart list with the engagement program filters.

Lastly, does the engagement program dashboard display the number of emails sent, opened, or clicked? I noticed that while we sent emails and tracked opens/clicks, this information did not seem to appear on the dashboard, so I wanted to confirm with you.

Thank you!

[beth-corby · Accepted solution]

This is a great question and a thoughtful approach to managing newly acquired contacts. Here's how you can optimize your use of Engagement Programs in Marketo for this kind of warm-up initiative:

Pause vs. Remove from Engagement Program

• If your goal is to temporarily exclude someone from receiving content while still tracking engagement, pausing the lead’s cadence is the best approach. This way:
  • The lead remains a member of the program.
  • You retain visibility into their historical performance (opens, clicks, etc.).
  • You can easily resume their nurture when they're ready without requalifying them.
• Removing a lead from the Engagement Program:
  • Removes them from the program’s member list.
  • Their historical engagement (opens/clicks) will still appear in their activity log and in broader email performance reports, but they no longer count as members.
  • Re-adding them means they’ll start from the top unless you manually manage content progression.

Engagement Program Dashboard Limitations
The Engagement Program dashboard does not display detailed engagement metrics like opens or clicks per cast. It primarily shows how many people are in each stream, exhausted content, and cadence status. To get open/click metrics use Email Performance Reports or Engagement Stream Performance Reports.

Let me know if this helps! 

[uditmathur · Accepted solution]

Hi @ashah123 ,

Marketo engagement program are is best suited for your use case defined. 

To clarify your concern, regarding removing or pausing, there is a better option to achieve your requirement & that is to transit your leads you don't want to send further communication to an empty stream in the engagement program. This stream will have no content & all the leads will be just sitting in that stream. With this way you will be able to track all activities of your leads & also non of them will receive any content until you transition them back to any active stream.

For the dashboard yes you can not get matrices like opens, clicks etc. You will to check these matrix either in email performance or stream performance.

Hope this Helps 😊

[ashah123]

@uditmathur Just to confirm when you mention transition to new stream you meant the below right ?

So i was thinking the same pausing them and transitioning to an empty stream so i am double safe on that side

[uditmathur]

Yes.

You can create Transition Rule to PULL leads in the finished stream based on your criteria. Leads in this stream will be part of the program but not receive any content as that's an empty stream.

[ashah123]

@uditmathur

I am considering using a smart campaign to transition those leads, as I've heard that the transition rule often has limitations and doesn't work perfectly. Unlike the transition rule, a smart campaign allows for more flexibility in experimenting with various strategies. However, I believe the results would be similar regardless of whether I use the smart campaign. I think I understand the concept you are discussing.

[Zoe_Forman]

Hi @ashah123 

As you can see, there are a couple of options for you to consider, which is best for your business needs: Pause or translation.
Good luck and great question.

[ashah123]

Thanks for the help team , this means alot 🙂