Broadcast targeting: excluding unengaged contacts and contacts active in automation campaigns
- We have introduced a new tickbox option to Exclude 'unengaged' contacts. Users no longer need to segment to send to only engaged contacts with a tick box available to automatically exclude contacts who have no engagement over the last 180 days.
- The score is contact specific and is weighted with more recent email engagements having a higher weighting and contacts need to have had the opportunity to engage for this to impact their engagement score.
Important - this updated calculation is also reflected in the totals displayed in the renamed Email engagement bands in the Customer Insights dashboard.
The new functionality enables marketers to quickly and easily optimise their deliverability sending to only those contacts who have registered engagement with the email channel. The new feature also enables marketers to improve customer experience by sending broadcast campaigns to customers who are specifically engaged while using automation activity for nurturing their less engaged contacts.
- Please see Broadcast Campaign support documentation.
- We have introduced new tickbox options enabling marketers to automatically exclude contacts active in all OR any specific automation campaign.
- Previously marketers needed to manage this manually via add to list actions in automation flows. There is now a quick and easy tick box selection to ensure customers who are active in automation do not also receive broadcast sends.
- We have renamed the current 'Suppression' tick selection in the Recipients screen to Exclude contacts in a specific segment.
Important - the segment based exclusion functionality is exactly the same, this is a wording change only to ensure consistency.
The new tickbox options enable marketers to easily select where they would like to use automation flows for nurturing customer relationships and enhancing customer experience. For example, contacts may enter a triggered Welcome automation flow and marketers should exclude these contacts from also receiving broadcast campaign sends in the initial stages of nurturing the new subscriber relationship. The new options also enable marketers to maximise overall contact engagement by providing flexibility to manage the overall volume of emails delivered across broadcast/automation.
New Email Engagement Score
With the 09/05/2018 release, the calculations performed to define email engagement in the Customer Snapshot panel have been refined.
- We have renamed the Engagement metric Email Engagement.
- We now calculate a contact specific email engagement score based on all deliveries, opens and clicks per contact in a set window of 180 days.
- Age weights are applied to the score so more recent contact events have a greater weighting than older events.
- If a contact has not received the minimum number of events in the time window a per account specific average is proportionally applied to ensure contacts who have not had the opportunity to engage are not defined as unengaged. For example, if a contact has not been targeted in any recent campaigns this will not disproportionately impact their score.
- The updated weighted calculation is performed across the other email engagement bands so they are based on lower and upper threshold factors and applied to a per account average.
When calculating engagement clicks have a higher weighting than opens as we consider a click to indicate a higher level of intent.
Important - the New email engagement metric has also been updated so this includes any contact that has subscribed in the last 4 weeks (previously 2 weeks) and have not interacted with an email.
- The Unengaged metric is used for the basis of the exclusion of unengaged contacts in the Recipients tab when scheduling Broadcast campaigns.
- Please see the Customer Insights support documentation
The new Email engagement metric has been renamed to provide marketers clarity on the interactions used to define the contact bands. The enhancements made to the algorithm means we now calculate contact specific engagement scores and use account specific weighting to enable marketers to segment their database accurately based on the latest email interactions of their contact database.
We take into account not only the number of email events but also the recency of these events so marketers can optimise customer experience and use the email engagement bands to accurately segment on the basis of contact specific interactions.
By refining the logic used to define unengaged contacts marketers can now easily and quickly exclude contacts when scheduling Broadcast campaigns to optimise campaign performance and deliverability while ensuring marketers can target those contacts who are specifically engaging with the email channel.
The New email engagement band has been expanded to cover a longer 4 week period so marketers can more accurately track contacts who have subscribed recently and have had the opportunity to engage with a higher volume of email activity.