Data is produced all the time. It is an asset that can be a barrier if not used at all or if used inefficiently. The more data knowledge available, the better business decisions can be made. For any strategist or marketer, the health of the data and a good number of usable data points are key to creating better strategies, targeting more engaged audiences with the right content and therefore having more relevant conversations with customers.
A marketer uses an email service provider (ESP) to send emails at scale and to track their performance. Each ESP is different but the main goal is to better nurture your audience over time. For example, think of engagement. When a customer receives an email, the content should be engaging enough to make them want to take an action. Hopefully, they’ll perform the action we want them to take. With healthy data, whether or not that action is taken can be easily recorded across your database.
Scoring is one way to make data more accessible to the strategist. That is, scoring based on what is available in the data warehouse or ESP. First, you must assign a score to each subscriber based on past behavior. Then, you can use that score to predict their future engagement. The concept of scoring engagement is a process of flagging customers who are more active (or not) and using that knowledge to create better-targeted audiences.
The “scoring engine” is a framework that can be applied to any data set. The engine is based on an algorithm designed to evaluate and score data based on specific measures. Different measures are used to assess the subscribers and a number value is assigned to them. Currently, this scoring engine is housed in SalesForce Marketing Cloud, but its framework can be implemented to any ESP or data warehouse.
Here are some of the most used and valuable measures:
- Active email address: Active is one measure and the data point for this is opens/clicks within a set period of time.
- Open frequency: Engagement Index by total number of Opens by each Email Address across multiple sends. This shows sustained interest in emails from the brand over a period of time.
- Click frequency: Engagement Index to measure total numbers of Clicks across multiple sends.
- Responsiveness measure: This typically measures the time between send time and open time. The time gap tells us how responsive an audience is to a brand’s emails.
- Loyalty index: The measure of how long they have been a subscriber. This measure can be added to the Total Score based on business or at the request of the client.
These are new email KPIs that you can use when scoring the health and engagement of your audience, aside from email opens and clicks, to measure the health of your database. Ultimately, a database is simply your segment/audience library. The more maintenance and love you give it, the healthier your audience will be.