Definition
Engregation score combines multiple engagement signals into one number, making it easier to track overall campaign health at a glance. Each signal is weighted by its relative importance to your business goals.
A typical weighting model might assign: open rate 15%, click rate 30%, reply rate 25%, forward rate 15%, and scroll rate 15%. You adjust the weights based on which actions matter most to your funnel.
Why It Matters
Individual metrics can be misleading. A campaign with high opens but zero clicks looks different when you see a low engregation score. Conversely, a campaign with moderate opens but strong replies and forwards scores higher because those signals indicate deeper engagement. This compound view prevents over-optimising for a single vanity metric.
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.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
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 Threshold
A bounce rate threshold is the percentage of hard or soft bounces at which email platforms and ISPs begin to penalise sender reputation, typically around 2-5%.
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.