Ometria assigns email engagement bands to your contacts, so you can:
- accurately segment your contacts on the basis of specific interactions, optimising the customer’s experience, and;
- send emails to only engaged contacts, avoiding ‘batch and blast’ marketing (which can cause deliverability issues).
An engagement score is calculated based on deliveries, opens and clicks for your Ometria campaigns over the last 180 days.
The engagement score is not calculated until the contact has been subscribed for four weeks - until then, their engagement band will be ‘New subscriber’.
Be aware that engagement bands are not 'one size fits all' - they depend on your account's deliverability data. This means that using engagement bands to send emails might not be the best way to ensure maximum deliverability to your contacts.
Unknown engagement score.
This contact has subscribed for longer than four weeks, but has not been sent any emails in the past 180 days, so has not had the opportunity to engage.
The contact has subscribed within the past four weeks and has not been sent any emails or engaged with them.
If the contact receives an email but does not open or click it within those four weeks, they will remain in this band.
The contact has been sent at least six emails in the past 180 days but has not opened or clicked any campaigns.
This means they have an engagement score of 0.
Note: If the contact has received less than six emails, we combine their score with the account average, rather than draw conclusions from insufficient data. This results in a positive score.
|Low||1||The contact’s engagement score is less than half of the account average engagement score.|
|Medium||2||The contact’s engagement score is between 50% and 150% of the account average engagement score.|
|High||3||The contact’s score is higher than 150% of the account average engagement score.|
- Viewing engagement bands
- How engagement bands are calculated
- How are the account average engagement score and the weighted account engagement scores calculated?