How to configure your engagement levels

Overview

Subscriber engagement is a measure of how often your audience is interacting with your Campaigns.

Echobox uses the following default definitions to calculate and assign your subscribers to an engagement level:

High - interacted with at least 50% of the last 14 emails
Medium - interacted with 25-50% of the last 14 emails
Low - interacted with less than 25% of the last 14 Editions, or with at least 1 emails ever
Never engaged - has never interacted with any emails
New - Subscribers will be considered new until they've received more than 1 email

Our configurable engagement levels functionality allows you to customise these levels to better fit with your campaign and newsletter goals. This functionality helps you to:

Ensure you are only sending to engaged subscribers
Manage your overall send volume
Keep your deliverability high

This feature can be used in conjunction with segmentation. For example, you may wish to exclude sending emails to subscribers who have never engaged. For automated newsletters, you can specify your default segments for the campaign.

See How to manage segments, for more details.

How to configure your engagement levels

You can configure your engagement levels by navigating to Settings > Campaigns > Campaign > Engagement levels.

On this page you will be able to modify the default engagement levels to better suit your strategy.

The engagement levels are structured around minimum opens and allow you to modify the minimum percentage for up to the last 21 emails.

For ‘Low’ you can retain the default definition for subscribers who have ever opened an email or expand the dropdown and select a minimum percentage.

You can also increase the number of emails (up to 21) for which subscribers will be considered ‘New’.

The ‘Never’ definition cannot be modified.

As soon as the number of emails received exceeds the value in ‘New’ Echobox will begin categorizing the subscribers. For example, if a subscriber has recently signed up and opened 3 of 4 emails, they will be assigned to the ‘High’ engagement definition as they have interacted with 75% of the emails they have received.

Working through an example

Let’s take an example newsletter that sends every weekday totalling five sends a week. In this example:

Subscribers who have opened at least 10 of the last 20 emails with be considered to have high engagement
Subscribers who have opened at least 5 of the last 20 emails with be considered to have medium engagement
Subscribers who have opened at least 1 of the last 20 emails with be considered to have low engagement
Subscribers will be considered new until they’ve received 6 emails

With these engagement levels in place a new subscriber will:

Be assigned to ‘New’ until they have received 6 emails
Be assigned to ‘Low’ if they have opened 1 of the 6 emails
Be assigned to ‘Medium’ if they’ve opened 2 of the 6 emails
Be assigned to ‘High’ if they’ve opened 3 or more of the 6 emails

What engagement levels should I use?

The optimal engagement levels are dependent on several factors and will differ for each campaign. The factors to consider are:

The send frequency of the newsletter campaign
The existing engagement levels for your campaign
Your list size
Your campaign strategy

If you wish to only send to engaged subscribers you should consider what you define as engaged based on the factors listed above and modify your levels accordingly.