Inevitably you're going to need to measure how your subscribers are engaging with your organization's message. Most users start off with reviewing a mailing activity report and perhaps using the mailing summary report too. These are logical and good starting points. But there's more that you can easily do.
The scoring feature is ready to help you get some calibrated measurements on how your subscribers are really doing. The great thing about scoring, is that you can start off very simply and then evolve your approach over time. The more you learn, the more you can refine the scoring mechanism.
Let's look at creating a score and get you on your way to more feedback so you know .... the score!
The Step Before
Using the scoring feature is very straight forward. The more challenging aspect of this is what criteria you wish to use to develop your score. To get started quickly, you may just want to use some standard mailing activity metrics - like opens and clicks - first. That's a great start! If you want to take it to the next level, you can use target groups that represent the behaviors that you are basing your grade on. For example, if length of membership, numbers of committees served on, and total dues paid is how you rate a subscriber, then create the appropriate target groups with that field criteria. You'll have to then add in the value, per field, to get the appropriate weighting. For example, an "A" score may require 10 years, 5 committees, and >$1,000 dues but a "C" requires 3 years, 1 committee, and >$500 in dues.
Navigate to Marketing Automation > Scoring
Understand if your score is based on mailing activity metrics or target groups
Click on the Edit button for each letter grade.
Select either Use Email Metrics or Use a Target Group
If you use an integrated database, basing your scoring off of target groups can help greatly when you want to score subscribers on things that Informz may not be tracking for you, but that your integrated database is.
You can develop engagement scores for our members or clients, and separate scores for leads or prospects.
Seeing is Believing
Navigate to Subscribers > Search and then click on Reports to view a few different reports that make use of the scoring metrics that you have created.
If you've created personas, you can look at the Engagement or Lead scoring By Persona. The scoring grid provides a great visual representation of how each persona is performing based off of the metric that you set. The darker the green square the larger the number of people in that grade for that persona.
By Email Client
When you look at the scoring by Email Client, you can spot any email clients that seem to be underperforming. If you some email clients are underperformaing, you may want to start doing some more testing to see if there is an issue with that particular client. There may be deliverability issues afoot as well. The point is, you can take some cues from this information to detect problems that would not be as visible otherwise.
Getting Your Subscribers on the Scoreboard
If you are not keeping score on your subscribers, you may be missing some of the action! Establishing realistic scoring metrics and applying them to Personas will really help you spot your MVP's!