Engagement Scores Part II: Engagement Segments


Last week I outlined how you can take advantage of ActiveCampaign’s Lead Scoring to create a gradient of your most engaged contacts. Lead Scoring is a powerful feature of ActiveCampaign and can be a great way to track your contact’s different types of engagement, like opens, clicks, and site visits.

In this sequel to the original post, I am going to show you how to segment your contacts based on their engagement level, without using lead scoring. This is a more binary method of segmentation, either your contacts are engaged, or they aren’t.

What this simplified version loses in flexibility, it makes up in its simplicity and maintainability. With the system I outline here, you’ll be able to automatically apply an engaged tag when customers interact with your marketing and tag contacts as disengaged if they haven’t engaged for two weeks (or whatever amount of time makes sense to you). With these tags, you can create segments, keep an eye on your business’s health, and personalize your marketing.

Create Last Action Custom Fields.

The first step in segmenting your contact’s based on engagement activity is to create a “last engaged” custom field. In this exercise I will be tracking Last Visited, Last Clicked, and Last Opened, so I will create a custom field for each of those.

If you wanted to simplify this even further you could consolidate each of those custom fields into a single “Last Engaged” field.

You can create a custom field for your contacts by either navigating to a contact record and clicking the “Manage Fields” button in the info section, or by navigating to the forms area, and selecting the dropdown in the upper left corner of the screen.

Make sure that you select “Date” as the field type for your custom field.

Create an Automation to Update Last Engaged Fields

Next, we need to create 3 automations. We want these automations to trigger whenever the contact completes one of our engagement actions (opens an email, clicks a link in an email, or visits a web page).

When this happens, we want to update the Last Visited/Last Opened/Last Clicked custom field to be “right now” and we want to add an “ENGAGEMENT: Engaged” tag. We will only use a single tag to keep things simple this time, but we could just as easily create an “ENGAGEMENT: Engaged (Site Visit)” tag for each type of engagement.

Remove Engaged Tag After 14 Days

Next, we want to make sure that we remove the engaged tag from our contacts after 14 days of inactivity. That means that if the contact hasn’t visited our site, opened an email, or clicked on a link in an email, we want to remove the “ENGAGEMENT: Engaged” tag, and add a new “ENGAGEMENT: Disengaged” tag.

You don’t necessarily need to add a “ENGAGEMENT: Disengaged” tag, however it lays the framework for having more than just 2 engagement levels, in case we want to have an “ENGAGEMENT: Suppressed” tag at some point in the future.

To accomplish this, we will create a single automation with 3 date-based start triggers. The first trigger will be set to run 14 days after the contact’s last visit date. However, the contact might have opened an email or clicked a link during that time period, so we will need to segment the contacts entering this automation.

Our segment will include only contacts where the Last Clicked AND the Last Opened date happened 14 days earlier as well. We will then recreate each of these start triggers, swapping out the primary trigger from Last Visited, to Last Opened, to Last Clicked.

Then we just need to remove the “ENGAGEMENT: Engaged” and add an “ENGAGEMENT: Disengaged” tag in its place.

Just In Case Scenarios

Just for good measure, we want to create an optional extra automation, that will prevent a contact from having both tags at once. To do so, we will create a new automation, that will be triggered whenever a tag is added. Choose “ENGAGEMENT: Engaged” as the tag.

Now, we just need to remove the “ENGAGEMENT: Disengaged” tag, to remove the disengaged tag whenever the engaged tag is applied. It is also probably a good idea to create the inverse automation.

We may also want to double check everything is running smoothly, and that we don’t have contacts in more than one segment at once. We can double-check our work using the Advanced Search functionality of the contacts page.

From here, we will want to search as many times as possible to actually try and find conflicts. For example, we might search for contacts with a Last Open AND Last Clicked, AND Last Visited from before 14 days ago, but still have an “ENGAGEMENT: Engaged” tag.

If we did everything correctly, we shouldn’t have any contacts that match our search.

Where to go from here

Now that you have your contact’s segmented into the engaged and the disengaged, there is plenty that you can do. Start by sending two different email campaigns each week and test how well the two groups perform relative to each other.

Identifying disengaged contacts is the first step towards appropriate list hygiene. Pruning your list helps to keep deliverability high, and better return on investment from your content production.

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