Understanding Lifetime Engagement Scores

Understanding Lifetime Engagement Scores

Engagement scores in Delivra help you measure how effectively your contacts interact with your email content. These scores are valuable for optimizing segmentation strategies, fine-tuning campaign performance, and guiding automation decisions. Delivra provides two types of engagement scores: Mailing Engagement and Lifetime (Contact) Engagement.

These tools aren't just about raw numbers—they help you get closer to your marketing goals, whether that’s boosting conversions, increasing web traffic, or re-engaging a sleepy segment of your list.

Lifetime (Contact) Engagement Score

The Lifetime Engagement Score provides a broad view of your contact's overall engagement, measuring a contact’s interaction across all mailings over time. It’s ideal for identifying your most (or least) engaged contacts for long-term planning and audience targeting.

Formula:

The formula for Lifetime Engagement is the number of events a contact has taken multiplied by the points assigned to those actions, divided by the number of mailings the contact has received. This means that  contact's lifetime engagement can decay over time as they receive mailings that they do not engage with.
(# Unique Opens * CP) + (# Unique Clicks * CP) + 
(# Unique Clickstream Purchases * CP) + (# Total Shares * CP) + 
(# Unique Unsubscribes * CP) / # Received

CP = Configurable Points

A Note on “Good” Engagement Scores

There is no universal benchmark for what makes a "good" contact engagement score. Much like opens or clicks, it's relative to:

  • Your brand’s goals and KPIs
  • The behavior of your specific audience
  • The nature of your content and offers
  • Your deliverability and sending practices

Instead of comparing your results to others, establish a baseline and measure progress over time. Define what success looks like for you—is it more traffic, more purchases, or simply more opens and clicks? The most important thing is to aim for steady, data-informed improvement.

Note: Lifetime engagement is not the same as Advanced Engagement Scoring. The advanced version incorporates factors like time decay and demographic weighting. Contact Support to learn more.

Using Engagement Scoring in Practice

Here are a few practical ways to apply engagement scoring in Delivra:

Segmentation

  • Build dynamic segments based on Lifetime Engagement Scores.
  • Example: Target contacts with scores above 75 for VIP offers or early access campaigns.

Automation

  • Use the Evaluate Contact block in workflows to branch logic based on engagement scores.
  • Tailor nurturing paths for highly engaged vs. low-engagement contacts.

Key Notes

  • Clickstream tracking must be enabled to measure purchases. This feature may not be available in all accounts.
  • Standard scoring is distinct from Advanced Engagement Scoring, which includes time decay and additional data weighting. Contact Support if you'd like to explore this functionality.

Need a Hand?

For questions about engagement scoring or help configuring your formulas, email our Support team at support@delivra.com.


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