Whenever you hear a company raving about how “game-changing” their new tech is, you may often assume it’s too good to be true, and most of the time you are correct in this assumption. You can usually tell by the vague description of the tech and the flowery, deliberately ambiguous language used to characterize it. This is why we are following up our previous post about the game-changing nature of our engagement scoring tech with this in-depth look at what actually makes this incredible innovation tick. You will be taken through the features of engagement scoring and how the clever use of several algorithms come together to make an incredibly useful tool you won’t find anywhere else.
In all facets of your business, including email marketing, keeping organized is paramount to success. The tagging feature of engagement scoring was created expressly for the purpose of adding some structure to your email campaigns, making them easier to filter, navigate, and weight according to your varied campaign goals. Tag your campaigns by whichever metrics you see fit; be it content type, client type, product, time frame, or any other metric that will make your data more applicable to you and your needs. You can even apply multiple tags to a single campaign to get more granular with your segmentation.
This feature really comes in handy when you are checking the results from your campaigns. Since you create your own segments to tag campaigns by, you can filter by these custom segments when viewing your data. This allows you to have full reign over how your data is presented and how it can be compared across all of your campaigns.
As an example, say you want to separate data out by quarters of the financial year so you tag a group of your campaigns with a “Q1”, “Q2”, “Q3”, or “Q4” tag. You also want to tag all of the campaigns you are sending to a certain client so you tag those “Client 1”. Finally, you want to tag by the different funds you are promoting so you tag those accordingly. Now, at the end of the campaigns, you can cross reference all of your data, comparing performance of a specific product, to a specific client, in a specific quarter in a dizzying amount of variations to give you accurate, actionable data that could be the key difference in your future efforts.
Once you have your campaigns segmented with their properly assigned tags, you can customize them even further by assigning weights to each of their success metrics. The weighting feature of campaign customization truly acts as the scales of justice in your final campaign results. Weighting allows you to assign importance to certain success metrics over others to more accurately reflect the true success of your various campaigns. Every link, or action, within your email can have a different weighting. For instance, if you were to set up an email campaign to promote a recent video your company published, you would presumably be far more concerned with video plays than email open rates. The weighting feature makes accurately representing this bias simple, representing your priorities in the final campaign results.
The way you assign these success metric weights is simple and extremely effective. The system is comprised of three factors: the weighting factor, the score, and the expiry.
In order to create a successful weighting system, you must first define your scale. Its typically easiest to use a 1-10 scale but it’s up to your discretion. Your scale is defined by the number you choose to score your action type. For instance, let’s say you’re setting up a campaign to promote a micro-site for a new fund launch. You would most likely be interested in both the email click and open rates, but you may be slightly more interested in clicks as a measure of success. This is where your score comes in. If you were twice as interested in clicks than you were in opens, you could score clicks with a 2, and opens with a 1. This would make a click twice as meaningful on your reporting throughout your campaign. Keep in mind the score number is a multiplier which will apply to all emails and links across your entire campaign. You can further customize individual weight and importance when you specify the weighting factor.
When setting up the individual emails in your campaign, as well as scoring the links within the emails, you are given the option to assign them a weight between 0% and 200%. So let’s use the previous example of promoting a micro-site and caring twice as much about clicks than opens. If in your email you have a CTA (call-to-action) link to the micro-site as well as a banner link to your company’s homepage, a click to either would have a score of 2 but to differentiate them you could give the CTA a weighting factor of 200% and the homepage link a factor of 100%. This way, if they both got a single click, their weighting would be multiplied by the previously established click score of 2 and end up in your final data set as 4 and 2, respectively, rightly giving more importance to your CTA than your homepage link.
The way the data is represented in the final report is through the formula: Score x Weighting.
The expiry number signifies the window of time the system will include data from each particular action type. This cut-off time is put into place as an effort to keep your data relevant so you don’t have 3-year-old data skewing your results into something diluted and inaccurate. The figure indicates the number of days the window will include, with a maximum of 180 (~6 months). The engagement scoring tool also sets the cap on the number of times your metrics can be counted in a single email to 3. This is to prevent a massive skewing of the data in the event your email gets forwarded by the recipient to their company and it gets opened 100 times.
Engagement scoring is built for convenience and accuracy which is why the StoneShot app integrates seamlessly with your Salesforce CRM dashboard for easy access to all of your campaigns. Not only does integration with Salesforce make the engagement scoring tool incredibly easy to access, it also pulls data from your Salesforce CRM data to seamlessly fill in your clients’ information, saving you a ton of tedious data-entry work. The StoneShot app with engagement scoring technology and dynamic campaign performance data will quickly become your go-to app on your Salesforce dashboard.
Now you know how engagement scoring works and all that it has to offer your email campaigns. For more information on engagement scoring, take a look at our articles on the numerous problems it solves, as well as some pro-tips on strategies you can use with the custom tagging tool.