Definition
Re-engagement scoring assigns each inactive subscriber a likelihood of re-engaging based on their historical behaviour, original acquisition source, and previous engagement patterns. High-scoring subscribers get more aggressive win-back campaigns.
Scoring Factors
- Historical engagement peak: How engaged the subscriber was before going dormant
- Acquisition source: Referrals and organic sign-ups tend to re-engage better
- Recency: A subscriber dormant for 4 months is more likely to return than one dormant for 18
- Previous win-back response: Whether they re-engaged in past win-back campaigns
- Customer value: Revenue generated before going dormant
Why It Matters
Not all inactive subscribers are worth winning back. Sending aggressive win-back campaigns to low-probability subscribers wastes money and risks spam complaints. Scoring focuses re-engagement budget where it has the highest chance of success.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
ARPU (Average Revenue Per User)
ARPU (Average Revenue Per User) is a metric that measures the average revenue generated per email subscriber over a specific period, used to evaluate list value and campaign effectiveness.
Attention Rate
Attention rate is the percentage of email opens that last longer than 5 seconds, distinguishing genuine reads from passive opens, preview-pane views, or Apple MPP auto-loads.
Bounce Rate
Email bounce rate is the percentage of emails that were rejected by the receiving server before reaching the recipient. It is a key indicator of list health and data quality.
Campaign Internal Rate of Return (IRR)
Campaign IRR is the annualised return rate earned by an email campaign, accounting for the timing and magnitude of costs and revenue across the campaign's full lifecycle.
Campaign Lifted Revenue
Campaign lifted revenue is the additional revenue generated by an email campaign beyond what would have occurred without it, measured via a holdout group or statistical lift analysis.