Do you look at your engagement scores?

Anonymous
Not applicable

Do you look at your engagement scores?

I've been digging into our email and engagement programs lately and have noticed that many of our emails, which actually perform incredibly well, have relatively low engagement scores (between 30-40). For example, I have an email that went out this week with a 28.3% open rate, 2.5% clicked-to-open, and 0.6% unsubscribes. To me, that's a pretty darn successful email, but Marketo gave it a score of 33/100.

I'm curious to know how people are using the engagement score to impact their marketing efforts, or if it's just another vanity metric in the platform.
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Bruce_Jeffers
Level 4

Re: Do you look at your engagement scores?

This article might help a little:  https://community.marketo.com/MarketoArticle?id=kA050000000LAQLCA4

It's a global metric -- so I think they compare to everyone on the whole platform. But it's a proprietary algorithm meaning we may not get much more detail.

There's a little more discussion here:  https://community.marketo.com/MarketoDiscussionDetail?id=90650000000PhgNAAS

[FYI -- my Engagement scores almost always range between 32 - 40, so I personally don't give much consideration to them.]
Anonymous
Not applicable

Re: Do you look at your engagement scores?

Thanks Bruce. I had taken a look at both of those previously... I guess I'm just more curious if anyone actually finds the information valuable, or if it's business as usual when it comes to determining the success of email programs.