Engagement score
Every contact in your profile table interacts with your brand differently. While some contacts frequently open and interact with your email communications or complete satisfaction forms, others may hardly open your email communications and respond better to SMS messages or push notifications or even visit often your website or/and make direct e-commerce purchases tracked by Actito goals.
The Engagement score centralizes these multi-channel interactions into a unified, actionable metric. By translating cross-channel behavior into clear engagement data, you can segment audiences effectively, deliver tailored messaging, and maximize campaign ROI—whether by rewarding your most loyal customers or re-engaging inactive ones.
The Engagement Score is calculated automatically for each profile based on cross-channel activity recency. It requires no manual setup.
Engagement recency fields
In order to customize your communications with your profiles, it may prove relevant to consider the activity of each profile for each channel when you plan your campaigns. For example, if you decide to contact some profiles by email and others by SMS, or if you wish to collect feedback through a survey.
Actito gives you the necessary tools to do so thanks to the profile engagement recency fields.
These fields are technical attributes which cannot be modified directly but are automatically calculated and updated by Actito. They are displayed on each single profile file, which can be accessed via the "Profiles" module (Hub > Profiles > Profiles).
In a profile file, in the "Attributes" tab, the recency fields are displayed under the "Technical attributes" section, located at the bottom of the page.
The recency fields related to the various communication channels of Actito are as follows. Each field gives the date and time of the most recent event of its type:
| Recency field | Description |
|---|---|
| "Email target recency" | When the profile was last targeted by an email campaign |
| "Email opening recency" | When the profile last opened an email |
| "Email click recency" | When the profile last clicked in an email |
| "Mobile target recency" | When the profile was last targeted by an SMS campaign |
| "Mobile delivered recency" | When the profile last received an SMS message |
| "Mobile click recency" | When the profile last clicked in an SMS message containing a short Actito URL |
| "Goal reach recency" | When the profile last reached a goal (website visit goal or transaction goal) |
| "Participation recency" | When the profile last filled in a form (partial or complete participation) |
| "Push target recency" | When the profile was last targeted by a push campaign |
| "Push delivery recency" | When the profile last received a push notification |
| "Push click recency" | When the profile last clicked in a push notification |
| "Push opening recency" | When the profile last opened a push notification |
| "WhatsApp target recency" | When the profile was last targeted by a WhatsApp campaign |
| "WhatsApp click recency" | When the profile last clicked in a WhatsApp campaign |
| "WhatsApp opening recency" | When the profile last opened a WhatsApp campaign |
Only the first opening and the first click on each link are recorded.
- The opening recency is therefore the first time a profile opened their last opened email.
- The click recency is the first time a profile clicked on their last clicked link. If they click again on the same link later, the click recency is not updated.
Engagement recency
Evaluating channel-specific recency is essential for channel preference strategies, but assessing global activity requires an aggregated view.
The last engagement recency field, "Engagement recency", consolidates interaction data across all active touchpoints:
Its value is equal to the value of the most recent recency field, whatever the communication channel:
- Email opening
- Email click
- Mobile delivered
- Mobile click
- Goal reached
- Form participation
- Push delivered
- Push click
- Push opening
- WhatsApp click
- WhatsApp opening
Both targeting recency fields (email and SMS) are not included in the calculation of the engagement recency, because merely being targeted does not necessarily mean that a profile is engaged with your brand.
While the activity level specific to each channel is useful to customize your communications, there are many cases for which it will be more relevant to consider the global engagement of your profiles and to know how recent their digital activity with your brand is, whatever the channel.
Instead of having to combine standard recency fields in your targeting criteria to ensure a whole coverage of your activity, the Actito engagement recency highlights the latest interaction recorded by Actito between a profile and your brand, whatever the channel.
This global field is used to calculate the Actito engagement score.
Engagement score
The engagement score is a visual indicator which allows you to check at first glance how engaged a profile is with your brand. This number alone lets you distinguish between very engaged profiles, to offer them a reward program, and profiles that should rather be targeted with a reactivation campaign.
It is based on the Actito engagement recency field, which combines every other recency field available for each channel.
This is a decreasing score, for which the maximum of 100 means that the profile interacted with your marketing ecosystem on this very day (receiving an SMS, clicking in an email, reaching a goal…). The score gradually decreases as the engagement recency date goes by, until reaching 0 when the latest interaction is longer than one year ago.
The Actito engagement score has four levels:
- "Very good" (High interaction)
- "Good" (Regular interaction)
- "Fair" (Declining interaction)
- "Low" (Inactive / At-risk)
Every profile that has never been engaged with your activity will have a grey indicator and no value.
Engagement score as KPI
Actito calculates a global engagement index for each profile table, consolidating individual profile scores into a unified 0 to 100 scale. Displayed directly on the "Home page", this KPI serves as an essential tool to monitor profile table health and evaluate campaign impact over time.
Beyond simply showing the current level of engagement among your profiles, this indicator helps you track the global health of your tables and to track long-term evolution to evaluate the true impact of your marketing campaigns on audience activity
Industry benchmark
As an index, the engagement score should be seen as a performance indicator related to your business sector.
The higher your engagement score, the better the interactivity of your profile table with your brand. However, unlike the individual engagement score of the profile file, the KPI is not displayed as a color scale.
Indeed, comparing the score of your brand to the maximum of 100 is not helpful. Unlike comparing it to your own past performance (positive or negative trends) or your sector. The industry standards will inevitably have a high impact on the behavior of your profiles towards the messages you send them.
Depending on your activity, this maximum score might remain an out-of-reach ideal. The engagement of your profiles will be highly different if you are a media company, for whom frequent communication is the core business, or if you operate online retailing where your communications are a marketing tool above all else.
In order to let you interpret this score, we provide you with a benchmark which showcases the scores of each industry. You can therefore view your score as an indicator to compare with the various actors of your sector. To do so, Actito has gathered the data of 11 sectors in order to allow you to pinpoint yourself in relation to companies with an activity similar to yours. The following information is at your disposal:
- The average score of the sector
- The lowest score of the sector (for the most populated profile table of a license)
- The highest score of the sector (for the most populated profile table of a license)
Thanks to the following table, you will be able to situate your engagement score and find out whether your digital activity is at the top of your sector or if improvements are necessary.
| Industry | Average | Maximum | Minimum |
|---|---|---|---|
| Education & Training | 89 | 93 | 84 |
| Media | 76 | 97 | 20 |
| Pharma | 75 | 91 | 67 |
| Services | 67 | 90 | 13 |
| Retail | 67 | 97 | 5 |
| Leisure | 66 | 93 | 43 |
| Banking & Insurance | 66 | 89 | 20 |
| Sporting Club | 65 | 89 | 36 |
| Energy | 61 | 81 | 41 |
| NGOs | 60 | 84 | 13 |
| Automotive | 51 | 68 | 36 |
Improving your engagement score
The engagement score provides as much information about the digital activity recency of your profile table as about your own marketing activity.
Just because a profile interacted once with your brand does not mean it is loyal to it. On the contrary, it is important to keep them engaged over time. This is why the engagement score is based on recency: a profile must remain engaged frequently to keep the maximum score.
Improving your engagement score can be directly influenced by your own marketing activity, such as:
- Contacting your profiles with relevant email, SMS, Push and WhatsApp campaigns: more frequently and with customized content
- Collecting feedback by creating forms
- Setting up goals to track website visits and transactions
Using the engagement score and the recency fields
Both the engagement score and the various recency fields are technical attributes of the profile file. Meaning they can be used in:
- Targeting
- Scenario
- Segmentation
- Data export
In targeting
You can use the engagement score and the recency fields as targeting criteria, to target profiles belonging to a specific engagement threshold or whose recency (opening, click, participation…) matches any time criterion relevant to your activity.
You will therefore be able to define a specific target according to the aim of your campaign, for example whether it is a reactivation campaign or a campaign aimed at rewarding a strong digital activity.
In scenarios
The engagement score and the recency fields can be used as a filter or a condition, in order to plan different actions according to the engagement of a profile and to automate these actions.
In segmentation
The engagement score and the recency fields can be especially relevant for defining segmentation based on the digital activity of a profile. For instance, an exclusive segmentation whose segments are based on the thresholds of the engagement score will enable you to apply this score to various Actito modules that make use of segmentation.
It can be used for:
- Conditioning an email: according to a segment based on activity recency or engagement score and differentiate and customize the message depending on the activity of the targeted profile.
- Triggering a scenario: when a profile is added to a specific segment (you can also define a criterion on its origin segment). This will allow you, for instance, to automate a reactivation campaign when a profile that used to be engaged falls into the "Low" engagement score segment. You will then be able to send a message specifically dedicated to them in order to restore their interest, for instance by offering them the option to select the themes they are interested in thanks to a preference center.
- Setting up a pre-filter segment: the engagement score or the recency fields are good criteria to create a simple segmentation used as a "Pre-filter segment".
In data export
The recency fields and the engagement score are included in the data that can be used to complete a profile table and custom table export.
This allows you to associate the personal data of a profile with information related to its engagement with your brand.
