Scores are automatically calculated by the system to indicate how engaged your contacts and/or groups are with your campaigns.
A group score is the average of the scores for all contacts within the group. Group scores are updated every 30 minutes.
A contact score measures how engaged an individual contact is with the campaigns they have been sent. A contact score is increased or decreased based upon the activity a recipient takes with a campaign.
More specifically, a contact score is increased when a contact:
- Views a campaign
- Clicks a link
- Replies to a campaign
A contact score is decreased when a contact:
- Reports spam
- Results in a bounce
- Opts out
What is a good score?
Scores will depend on the number of campaigns a recipient has received, and how many actions they have taken with those campaigns, so there is not a general rule of what comprises a good/bad score.
For example, a recipient who has received 5 campaigns may have viewed each campaign and clicked on the links within the campaigns. They would have a score of 10. Another recipient may have received 100 campaigns and only viewed 10 campaigns. They would also have a score of 10. So, the score by itself cannot be deemed good or bad, but how it relates to the number of campaigns that have been sent to that contact.
Currently the scores are designed to show a general level of interaction that your contacts and groups are having with your campaigns. So if you sort your groups or the contacts within a group by score, contacts that are more engaged (i.e. viewing more, clicking more links, etc.) will show a higher score, as each view and click counts as "1".