Email Engagement Metrics FAQ

What are Email Engagement Metrics?

Fields are available on the Contact Object to help you track how engaged email recipients are with your email campaigns. Most of the fields are statistics fields that get updated in nightly processes, while an Engagement Score field tells you their current status: Cold, Low, Medium, or High. This field is calculated by a trigger any time the statistics fields are updated.

 

What are the specific fields that have been added?

Engagement Score (Picklist)

Unique Broadcast Count (Integer) - Total number of broadcasts sent to the Contact.

Unique Opens (Integer) - Number of times a Contact uniquely opens a Broadcast. For example, if a contact receives Broadcast A an B, opens broadcast A 5 times and never opens Broadcast B, the Unique Open count would be 1 (one unique open for Broadcast A).

Unique Interacts (Integer) - Number of times a Contact uniquely interacts with a Broadcast. For example, if a contact receives Broadcast A an B, clicks on a link in broadcast A and clicks on 3 links in Broadcast B, the Unique Interact count would be 2 (one unique interact for Broadcast A and one unique interact for Broadcast B).

Last Sent (timestamp) - Date of the last email you sent them.

Last Open (timestamp) - The last time any email was opened.

Last Interact (timestamp) - The last time a link was clicked in any email.

Note: During the nightly processes, the system will update the Last Data Input Source field on the Contact and Relationship V1 objects with TargetX Email Upsync when the processes update Contacts.

How is the Engagement Score calculated? 

Cold: This recipient has received more than 3 broadcasts, and has neither opened nor interacted with any of them, OR their last open was over a year ago.
Low: This recipient has received more than 3 broadcasts, has opened one in the last year, and has an open rate below 10%. 
Medium: This recipient has received fewer than 3 broadcasts, or has received more than 3 and has an open rate between 10 and 49%. 
High: This recipient has received more than 3 broadcasts and has opened more than 50% OR has an interaction rate greater than 20%

How do I enable Engagement Metrics? 

We will always populate the statistics fields nightly if you’re on the April ‘20 package or later. If you’d like to have the Engagement Score field calculated each time those are updated, please go to the Email Preferences tab and enable the trigger. 

Note: If you’d prefer to write your own calculations for the engagement score, you can leave that field unchecked and build your own trigger instead. 

How can I use Email Engagement Metrics? 

The main benefit of the metrics is better email targeting. One of the biggest parts of a Sender Reputation calculation is: “Are you sending emails to people who want to receive them?” If you’re constantly sending emails to people who don’t open them, your reputation will fall. With the addition of the Engagement Score, you can easily segment your email campaigns to send more frequently to Medium and Highly engaged recipients and less frequently to less engaged users. Additionally, you can use it in your reporting to see how engaged your recipients are overall. 

When do the stats start counting?

We calculated these statistics on our end for all emails that went out on or after April 2020.