Behavior Score, a tool that measures lead engagement, is an RD Station Marketing feature that helps you effectively target your email communications.
This way, you don't have to worry about removing leads that have stopped engaging with your campaigns from your segmentations. This ensures higher open and click-through rates, as well as improved deliverability over time.
The importance of targeting engaged leads
Email providers (e.g. Gmail, Yahoo, Hotmail, etc.) use a series 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 past campaigns. If your emails have high engagement (open and click-through rates), 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 inbox rather than to the Promotions or Spam tabs.
It works in the same way as social media posts: the more likes it receives, the more people will visualize it. It works in exactly the same way. The more people open, click-through, and interact with your emails, the more people will receive these emails in the future.
Behavior Score engagement levels
After examining the behavior of millions of leads, RD Station Marketing has 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:
Leads that have not had enough opportunities to interact with your campaigns or for RD Station to determine their engagement level. To be classified as unspecified, leads must meet all of the following criteria:
- Has received no more than 2 emails.
- Has not opened or clicked-through on any email.
- Has been in the lead base for a maximum of 145 days.
Leads that show interest in and interact with your content by opening and clicking-through on your emails. If a lead has opened or clicked-through on at least 1 email you sent them over the past 145 days, then this lead is considered to be 'engaged'.
By default, this lead category is automatically selected when sending an email. Campaigns sent only to engaged leads can have an open rate twice as high as campaigns sent to disengaged leads and have up to 50% more click-throughs.
Leads that have not opened or clicked-through on any emails you sent them over the past 145 days. A lead may be classified as disengaged even if they have not received any emails over the past 145 days.
Continuing to send emails to this lead category may impact 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:
Even though you can send campaigns to disengaged leads, we recommend that you only do so in very specific situations. Sending emails to leads that do not usually open or click-through on your campaigns will lead to a significant drop in your engagement rates.
In addition, your emails are more likely to be automatically marked as spam or directed to the promotions tab, harming your open and click-through rates as a result. In order to limit the negative impact that disengaged leads may have on your reputation, you cannot uncheck the Engaged Leads checkbox.
If you still want to deliver emails to disengaged leads, simply select the corresponding checkbox. A message confirming the inclusion of these leads in your campaign will be displayed. In order to select disengaged leads, you will have to confirm this selection in a mandatory field. This measure is in place to reduce how often emails are sent to this lead category:
Leads that will not receive your campaigns because they have already unsubscribed, marked your emails as spam or have had a problem receiving your emails (Soft Bounce or Hard Bounce).
RD Station Marketing automatically prevents email delivery to these Leads, thus avoiding issues with your delivery reputation and the deliverability of your campaigns.
When you choose to send emails to Unspecified and/or Disengaged Leads, RD Station Marketing activates an extra layer of protection for your campaigns: your message is first sent to a selected sample of leads to check 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 sample results in very high bounce rates, your campaign is automatically suspended. You can find more information in this article.