Contact engagement score (a.k.a lifetime engagement score) is a result of a formula involving actions by a specific contact over time, divided by the number of campaigns received by the contact over time. Learn more about lifetime engagement score in this additional help article.

Ultimately, there is not a clear-cut answer to the question of what a good contact engagement score might be. The reason is the same for opens, or clicks, or any other contact activity; there is not an ideal one size fits all response. The answer is unique to each marketer, their audience, their email sending reputation, and more.

There isn't much relevance in how one email program is doing versus another unless they're identical. We recommend that instead of setting the bar at what generically "good" engagement, open, click rates are, you should ask yourself what your goal is for your email marketing strategy. Are you looking for more traffic to your website? If you're selling something, is it more sales? Is it simply more opens and clicks in the emails that you send?

No matter what the end goal is—the key is to strive for constant improvement. And the only way to know if you're doing that is to identify your baseline, test, and watch performance over time.

Note

Lifetime engagement is not the same, or even related to our Advanced Engagement Scoring feature. For more information on that feature, click here.