The engagement bands are calculated by comparing a contact’s individual engagement score to your account average.
Individual engagement score
To qualify for an engagement band other than 'Unknown' or 'New subscriber', a contact must have received at least one email in the past 180 days.
Engagement includes any interaction with an Ometria campaign (opens and clicks) within seven days of the contact’s receiving the email.
Each contact’s engagement score is the sum of all their interactions divided by the sum of the interaction weights and age decay factors (i.e. older interactions result in a lower score).
- If a contact has received six or more emails in the past 180 days, their engagement score is based on the raw score calculation.
- If a contact has received between one and five emails in the past 180 days, they will get an engagement score that is weighted against the account average.
- If a contact has received at least one email for all time, but none in the past 180 days, the account average is applied to them. This is called account average protection.
This is to ensure contacts who have not had the opportunity to engage are not defined as No engagement. I.e. If a contact has not been targeted in any recent campaigns this will not disproportionately impact their score.
Account average engagement
The account average is all of your contacts' individual engagement scores divided by the number of contacts (excluding those in the 'New subscriber', ‘Unknown (-)’ and 'No engagement' bands).
There will always be some contacts with a positive engagement score, but with no click/opens, if they have had less than six opportunities to engage. This is because they are given account average protection.
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