Mailify assigns an engagement score ranging from 0 to 5 stars to each of your contacts based on how they interact with your email and SMS campaigns. The higher the number of stars, the higher the engagement of the contact and the higher the interaction level with your next campaigns (open, click, reply) is likely to be too.
Use this information to sharpen the targeting of your campaigns and to send the right message to the right person. For example, you could send a dedicated offer to your most engaged contacts or follow up contacts who haven't interacted with your campaigns for a long time with a customized message.
The algorithm developed by Mailify takes into account opens, clicks, replies, unsubscribes, the number of campaigns sent and other contact-specific criteria to define the level of engagement for each contact.
This algorithm was used to define an engagement scale ranging from 0 to 5 stars:
In some cases, Mailify will not display any stars, but will display a text explaining why no stars can be assigned to the contact:
Let's assume that you send a monthly newsletter to all your subscribers. Here is what the different engagement scores could look like over a 12 month period.
From the home screen, go to the "Contact Lists" section and enter the contact list of your choice. The engagement score is displayed for each contact in the "Engagement Score" column.
You can also view the engagement score of a contact by going to their contact sheet. The engagement score is displayed with stars on the right of the email address.
NB: In some cases, Mailify will not display stars, but will display a text explaining why no stars can be assigned to the contact (unsubscribed, bounced, complained, not rated)
From the home screen, go to "Contact lists" and select the contact list of your choice to view its details.
Click on the "Targeting" button located on the upper right of your list.
Once you have clicked on this button, new options will appear on the screen on the right of your list.
You can then start your targeting.
In the first drop-down menu, select "Engagement Score" as variable for your targeting.
The second drop-down menu allows you to apply a condition to your variable. Here are the conditions available for the engagement score:
The third drop-down menu allows you to select the number of stars (0 to 5 stars) relating to the condition previously defined. You can also select one of the reasons why Mailify cannot calculate an engagement score (unsubscribed, bounced, complained or not rated).
Here are some real-world examples of how engagement score-based targeting can be used:
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