The Behavior Score - a tool that measures Lead engagement—is an RD Station Marketing feature that assists in the thorough cleaning of your Lead base for email sending.
That way, you don't have to worry about removing Leads that are no longer engaging with your campaigns, thereby guaranteeing higher open and click rates, and better deliverability in the long run.
The importance of working with engaged Leads
Email providers (Gmail, Yahoo, Hotmail, etc.) use a series of data to determine whether to categorize your emails as spam or deliver them to your Leads' inboxes.
One of the most important pieces of information is the prior engagement of your Leads with the campaigns you send. If your emails have low engagement (open and click rates), this is an indication that your content is not interesting to those Leads. If email providers reach this conclusion, they'll start delivering your subsequent emails to non-priority destinations, such as the Gmail promotions tab or spam folder.
Behavior Score engagement levels
In order to define the measure the engagement level of your Leads, RD Station Marketing uses metric like opening and click rates on you e-mails. It isn’t possible to define exactly how many clicks or openings are enough to classify a lead and Engaged or Disengaged, as it can vary accordingly to the behavior of the other leads on your Lead’s base.
In most cases, it takes between 1 and 4 emails sent in order to be possible to define the engagement level. As the leads start to engage, or stop engaging, with the content sent, they will be classified as Engaged, Indeterminate, Disengaged or Invalid.
Below you will have a brief description of each level of engagement: you can learn more about the suspension of email marketing campaigns at this link.
- Engaged: refers to those Leads that opened or clicked any of the emails you sent them in the last few months. In other words, they are the Leads that have shown interest in the content you are sending. We can conclude that they are more likely to open your next emails. RD Station Marketing selects engaged Leads by default. In other words, every time you choose a segmentation in the email creation workflow, only engaged Leads will be selected. Campaigns sent only to engaged Leads can have open rates up to 11.3% higher than campaigns sent to disengaged Leads as well as double the click rate;
- Indeterminate: these leads represent people who have never received your emails, so we have any history of engagement. This group can contain Invalid, Unavailable emails and even Spam Traps;
- Disengaged: they are contacts who are no longer interested in receiving your content. If you keep sending campaigns to them, it will affect the reputation of your domain on the network over time. That is, your messages will lose priority on receipt and possibly be routed to non-priority destinations such as the Gmail Promotions tab or even the spam folder (or Trash). Understand the risks of sending campaigns to disengaged Leads.
In addition, over time, your emails may be more likely to be automatically classified as spam, further damaging your open and click rates.</span
To select this delivery option, simply click the box that corresponds to Disengaged Leads. A message confirming the inclusion of these Leads in your campaign will be displayed. Please note that in order to select disengaged Leads, you will have to confirm this selection in a mandatory field. As a result, we expect to reduce the delivery frequency for these Leads:
- Invalid: refers to those leads that will not receive your campaigns, because they have already requested to unsubscribe, have marked your emails as spam, or have had some kind of problem receiving your emails (Hard or Soft Bounce). RD Station Marketing automatically cancels sending emails to these Leads, thus avoiding issues with your delivery reputation and the deliverability of your campaigns.
When choosing to send your emails to Indeterminate and/or Disengaged Leads, RD Station Marketing enables extra protection in your campaigns. The message is first sent to a selected sample in order to check Bounce rates. This validation is done to prevent harmful Leads from seriously affecting your reputation. Due to this, your campaign will be delayed by up to 15 minutes to finish sending.