How to Build an Easy Engagement Scoring Model that Works
Yes, you read that right. An engagement scoring model doesn’t have to be complex and time consuming. Here’s an example of an association that built a simple engagement scoring model and follow up plan that’s highly effective.
So often, organizations wait too long after someone has become unengaged before taking action and redirecting their path. The more time that passes, the more difficult it is to reengage a subscriber. I often see organization wait until its renewal time or once someone is a lapsed member to try to win them back.
The American Homebrewers Association, AHA, took a proactive approach. They put together an early intervention strategy designed to interrupt patterns of low engagement at the onset – successfully converting half of their unengaged members (“F” on the scoring model) to engaged members.
Here’s how it works: utilizing Informz engagement scoring, AHA monitors and measures member activity over 30 day periods. Members that haven’t opened an email for 31 consecutive days automatically flow into the re-engagement campaign via a campaign.
Recipients are treated to a carefully crafted letter that is playful yet direct about rectifying the members waning attention.
The model is simple and straightforward and the campaign is one email – a great example of how a simple change can have a big impact!
Considering that this audience hadn’t opened anything in more than a month, their metrics of a 25% open rate and a click through rate of 9% is quite good.
What I really wanted to know was what kind of lasting impact this program has on changing audience behavior. After all, an early intervention program is about changing the path on which the subject is traveling. A before and after analysis revealed that nearly half of the audience had moved into a higher engagement score up. A single email has so much power, even 60 days later.
There are several reasons why this strategy is working well for AHA. The email conveys visibility and genuine desire for members to get the most of their membership. The multiple calls to action provide ample follow up opportunity for AHA. The target group criteria point to members showing a pattern of inactivity, but not yet a habit of inactivity. Traditional re-engagement campaigns go after audiences that have gone months — if not years — with little to no engagement. Patterns are much easier to break than habits. Phase two of AHA’s re-engagement campaign is to add on further touch points using the insights from this initial effort.
This is a great use case for marrying engagement scoring with automated campaigns – and keeping it simple. I’d love to hear about results you are seeing with your re-engagement campaign and how your organization defines inactive.