Email is the easiest marketing communication channel to track and measure – so much so that all the metrics and information available can actually complicate the matter. Interpretation of the information may be different, calculations may vary and some can’t even figure out where to start because the sheer volume of information available is more than they can comprehend.
One measurement that experts refer to is an Engagement Quotient. This is typically defined through a mathematical formula that results in attributing a score or rating to each individual recipient in your database allowing you to identify those that are most interested and engaged with your email program, those that are the least engaged and everyone in between. Depending on the number of recipients in your database, your access to database administrators and the amount of free time you have this could prove a daunting task.
You want to start measuring engagement but aren’t able to execute on the individual level? Start by calculating a Segment Engagement Quotient (SEQ). This will give you a benchmark for success measurement when determining how programmatic changes or tests are impacting your recipients engagement. Here’s the formula:
Segment Total – Unengaged Segment Total X 10
Segment Total
- Segment Total:
Total number of valid email addresses identified in the segment. This number excludes
bounced addresses and unsubscribes. - Unengaged Segment Total:
Subscribers in the segment identified as unengaged. For monthly mailers we would recommend
definition as anyone in the segment that has not opened or clicked a message in
6 months.
If the Segment total is 10,000 and the unengaged total is 2,000 the calculation would like this:
10,000-2,000 = 8,000 = 0.8 X 10 = 8
10,000 10,000
So your Segment Engagement Quotient would be an 8/10.
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