Behavior Score, a tool that measures lead engagement, is an RD Station Marketing feature that helps you appropriately target your email communications. It automatically segments leads from your list, based on their engagement, when setting up your email campaign. See the example below:
This way, you don't have to worry about removing leads from your segmentations that are no longer engaging with your campaigns. This ensures higher open and click rates, as well as better deliverability over time.
The importance of targeting engaged leads
Email providers (e.g. Gmail, Yahoo, Hotmail, etc.) use a set of data to decide how to categorize and deliver your emails to recipients.
One of the most important pieces of data is how your leads have engaged with your campaigns in the past. If your emails have high engagement rates (opens and clicks), it indicates that those leads are interested in your content. Consequently, the next emails you send are likely to be delivered to the recipient's primary inbox, rather than the promotions tab or spam folder.
The more leads open, click and interact with your emails, the more people they will be delivered to during your next campaigns.
Behavior Score engagement levels
After studying the behavior of millions of leads, RD Station Marketing found a few indicators that can determine whether or not a lead is interested in your content. Engagement levels consider only leads' interactions with emails. Visits to your website and conversions via Landing Pages are not taken into account. See below for a short description of each engagement level:
These are leads that have not had enough opportunity to interact with your campaigns for their engagement level to be determined. To be classified as unknown the lead must meet all of the following criteria:
- have received a maximum of 2 campaigns and have not interacted with any of these 2 campaigns in the last 145 days;
- or, if the lead does not receive any campaign, regardless of the number of days in the Base, it will be indeterminate.
These are leads that have shown interest in your content, interacting by opening and clicking through on your emails. If a lead has opened or clicked on at least 1 of your campaigns in the past 145 days, the lead is considered engaged.
By default, this lead category is automatically selected when sending an email. Campaigns sent only to engaged leads can have an open rate double that of campaigns sent to disengaged leads, and up to 50% more clicks.
These are leads that have not opened or clicked on any of your emails in the past 145 days.
If the lead does not interact, either by opening or clicking on an email, after receiving their third campaign, the lead will already be considered disengaged, regardless of how long they have been in the Lead Base. Therefore, disengaged leads are those that have received more than 2 campaigns and not opened or clicked on any of them in the past 145 days.
Continuing to send emails to this lead category may affect your domain reputation. Your messages may be directed to lower-priority tabs, even when sent to engaged leads. Therefore, we do not recommend sending emails to disengaged leads.
Understand the risks of sending campaigns to disengaged leads:
It is possible to send campaigns to disengaged leads, but we recommend that you do so only in very specific situations. Sending emails to leads that do not usually open or click on your campaigns will lead to a significant drop in your engagement rates.
In addition, your emails are more likely to be automatically classified as spam or sent to the promotions tab, damaging your open and click rates. To limit the negative impact disengaged leads have on your reputation, you cannot uncheck the Engaged Leads option.
If you still want to send emails to disengaged leads, you will have to confirm the selection in a required field. This measure is in place to reduce how often emails are sent to this category of leads.
These are leads that will not receive your campaigns, because they have already asked to unsubscribe, marked your emails as spam or are listed as Hard Bounce.
RD Station Marketing automatically invalidates sending emails to these leads in order to avoid damaging your sender reputation and the deliverability of your campaigns.
When choosing to send emails to Unknown and/or Disengaged leads, RD Station Marketing enables an extra layer of protection in your campaigns: an initial send is done using a sample of the leads selected in order to check the Bounce rates.
We do this to prevent harmful leads from having a major impact on your email delivery. For this reason, your campaign may be delayed by up to 15 minutes. If this initial send results in very high bounce rates, your campaign will be automatically suspended. You can find more details in this article.