Engagement Score in Email Programs

[Mikes_Jones]

Can someone explain what the "engagement score" under the Email Program dashboards mean and how it's calculated? I just sent out an email and our engagement score is 38 but only has 7 opens.

[Anonymous]

Engagement score is an algorithm that we run to determine how engaged your target audience is.  It is based on opens, clicks, opt-outs, and other factors.  a score of 50 is average.  So 38 is a below average score.

[Mikes_Jones]

Only two metrics I see in the dasboard, other than Engagement score, is Delivered (130) and Opened (8). So your'e saying the score of 38 somehow is created from these two numbers? Also, a lot of emails were not delivered due to bounces, maybe that played a part too?

[Grégoire_Miche2]

Hi Jamie,

My understanding is that unsubscribe is also to be taken into account.

-Greg

[Grégoire_Miche2]

Marketo says that 50 is the threshold over which an email is good, and under which an email is not good. My experience is that things are slightly more complex. A few things have to be factored in:

• Is the target a completely cold one (you use your Engagement program for lead activation) or made of leads that already engaged and have already filled out at leads 1 form.
• Are your targeting an old fashion industry or a community of geeks.
• Are you targeting new market segment on which you are a challenger with a less known brand or you regular customers.
• ...

Based on these factors, I tend to say to my customers that on a cold target in an old fashion industry, a code of 40 is a good one. On the contrary, on a target of engaged geeks, I would expect a minimum of 60/65.

-Greg