Advanced Engagement Scoring provides a powerful, customizable way to prioritize your outreach by assigning dynamic scores to contacts based on their behavior, demographics, and inaction over time. It offers a real-time, nuanced picture of who is highly engaged and who may need a nudge, helping you act more precisely across your marketing strategies.
How Advanced Engagement Scoring Works
Unlike basic or Lifetime Engagement Scores, Advanced Engagement Scoring allows you to assign different weights to:
Demographic traits: Examples include location, membership level, job title, or any custom field meaningful to your business.
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Actions taken: Such as email opens, link clicks, website visits, or purchases.
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Inactions: Lack of engagement, such as not opening emails or abandoning a purchase flow.
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Campaign-specific activity: Special rules can be applied for particular campaigns when they are scheduled.
These values are continuously evaluated and updated in real time, making scores a living reflection of each contact’s current engagement status. Scores are configured under Contacts > Configuration > Advanced Engagement Score, where you define the scoring rules and point weights for each behavior or demographic factor.
Total Score: Combined total of demographic and action scores.
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Demographics Score: Portion based solely on demographics.
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Actions Score: Portion based solely on tracked behaviors.
Every organization’s scoring model is fully customizable—there is no universal scale or maximum score cap.
Where You Can Use Advanced Engagement Scores
You can incorporate engagement scores into several areas of the Delivra platform:
Segments: Create targeted groups based on Total, Demographics, or Actions scores.
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Triggered Segments: Set up real-time triggers based on score changes.
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Automation Paths: Branch automations depending on a contact’s engagement score.
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Dynamic Content: Personalize email content based on engagement tiers.
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Merge Tags: Insert score data directly into messages, alerts, or lead notifications.
Practical Use Cases
VIP Treatment: Create segments for high scorers to receive exclusive offers or content.
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Re-Engagement Campaigns: Automatically trigger reactivation emails when a contact’s score falls below a critical threshold.
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Sales Follow-Up: Alert your sales team when a lead’s score crosses into "hot" territory.
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Event Targeting: Combine high engagement scores with geographic filters to invite ideal attendees to local events.
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Lifecycle Nurtures: Move contacts into different nurture tracks as their score improves or declines.
How It Differs from Lifetime Engagement Score
While Lifetime Engagement Score is a simple cumulative measure of opens, clicks, and unsubscribes, Advanced Engagement Scoring is:
Time-sensitive: Adjusts scores dynamically as engagement behaviors occur.
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Multidimensional: Includes demographics, actions, inactions, and campaign-specific behaviors.
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Highly customizable: Aligns directly with your business’s unique definitions of engagement.
Best Practices and Tips
Set Clear Thresholds: Define score ranges for "engaged," "lukewarm," and "at-risk" contacts to simplify action planning.
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Balance Weighting Thoughtfully: Avoid giving outsized importance to a single behavior like one click or open.
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Reassess Quarterly: Update your scoring model to reflect new marketing goals or observed behavior trends.
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Use in Automations: Combine scoring with automated workflows for seamless re-engagement or nurturing.
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Personalize Content: Deliver targeted experiences based on a contact’s engagement level.
Key Limitation
Each scoring system is account-specific, meaning there is no shared benchmark or universal score scale. Scores should always be interpreted within the context of your custom configuration.
License Availability
Advanced Engagement Scoring is available exclusively on Professional and Enterprise licenses.
If you have questions about setting up or optimizing Advanced Engagement Scoring, email our Support team at support@delivra.com and we’ll be happy to assist!