Every person has an engagement level, worked out from what they've done with your emails and your shop over the last 90 days. It shows who's reading and who has drifted away.
How it's worked out
Each person gets a score out of 100. How recently they last opened, clicked or ordered counts for most of it. Their open rate and click rate across the emails they've had add to it, and so does having placed an order.
The score sets their level.
- Engaged: 80 or more. They've opened, clicked or bought in the last couple of weeks.
- Cooling off: 50 to 79. Still warm, but less active than before.
- Gone quiet: 20 to 49. They last did something a month or two ago.
- Inactive: under 20. Little or nothing in the last couple of months.
- New: you haven't sent them anything in the last 90 days, so there's nothing to go on yet.
Where you'll see it
- A coloured dot beside each name in the People sheet. The Last engaged column shows when they last did something.
- The Engagement tile at the top of a person's page, with their score. Someone you last emailed more than 90 days ago has no score, so the tile reads Not emailed lately, and they count as New in groups.
Using it
- Groups: add the rule Engagement equals Gone quiet to gather people to win back, or Engagement Score is more than 70 for your keenest readers.
- Drips: the Engagement changes trigger starts a drip when someone moves to a level you choose, such as Gone quiet.
- Fill in details: add Engagement level or Engagement score as a column in the sheet.
Things to know
- Opens are counted when the pictures in an email load. Apple Mail loads them for everyone, so some people look more engaged than they are. Clicks and orders are firmer signs.
- Levels move on their own as people open, click and buy, or stop doing so.
- If someone has been Inactive for months, try one email to win them back. If they still don't respond, think about unsubscribing them to keep your list healthy.