I would like to build an Email Engagement Score model that accounts for and subtracts points if a contact has not opened or clicked an email in 90 days. However, I want to also make sure this is only scording contacts who received at least one email and has been receiving emails for at least 90 days.
Currently, the model I have setup is applying these negative scores to brand new contacts. We had a new contact added today and they already have -45 points because they have never opened or clicked an email.
For something like this, you may want to add some criteria to be sure you’re only scoring contacts who actually qualify. You could filter by “Create Date” alongside an email send-related property like “Marketing emails delivered.”
I’d also like to tag in some of our Top Contributors to see if they have any suggestions on the setup:
Hey @JTesoriero ,
You can use several approaches here. One—fit criteria, just like Karsten suggested. If you want to give some points for opening a marketing email and then subtract based on the time passed, check out “Score Decay”.
Also, you can use score inclusion list to score only some of the contacts.
Thank you! I chose to eliminate the frequency negative categories. Can you let me know if how I have this laid out is ideal for an Email Engagement Score (only incorporating email activities)? Is there anything I should consider adding or any changes to the numbers?
@JTesoriero how exactly are you planning on using this score? What’s the use case? The criteria look solid overall, yes. If they’re optimal for your goal depends on what that goal is.
Our goal is to be able to sort our contacts by email score to (1) run a re-engagement campaign for those with a low score and (2) eventually mark those with a -50 to -100 score as inactive, removing them from all mailings.
@JTesoriero that would work - I would go with a simpler model, either HubSpot’s native “Sends since last engagement” property…
… Or a combination of the “Last marketing email …” properties in combination with other identifiers such as Recent conversion date, Last seen etc. (to accouny for recipients where tracking isn’t picking up activity correctly).
Are you suggesting I use the Sends since last engagement as part of the score?
It is important for us to score their email engagement to be able to see the level of engagement as well as for the inactive idenfitication purposes. Reporting on email enagement is limited for Pro so we need the score to be able to do this.
@JTesoriero not quite, no - I think “Sends since last engagement” and the “Last marketing email …” properties are sufficient (when used in a segment) and wouldn’t bother building a score - but that’s personal preference. Your score will serve a similar purpose.
Hey @JTesoriero
That seems pretty solid. I’d move the bounce, unsubscribe and other similar reasons to an active segment that you could also use as an exclusion list in your email campaigns (and your score could then use it as an Event criteria—list membership—to substract points).
