Mailchimp: What Is Subscriber Engagement? (And What Does It Mean For You!)

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What are the Engagement Levels in Mailchimp? 

Inside Mailchimp, they keep track of something called “engagement level”. This is the level in which you can segment customers to target them based on how involved they are in your business. 

As Mailchimp expands on it’s offerings to not just email, I’m sure they’ll become even better at knowing exactly which audience members should be in each segment. But for now, we’ll go through them here and define what you’re looking at with each segment. 

Engagement level is determined by two factors: 

1. Activity simply means how they interact with your campaigns measured against how often you send campaigns.

2. Time Subscribed this is how long they’ve been signed up to receive news from you.

Engagement Level 1: New 

These are the people who have just subscribed to your list in the last month, or those with a negative activity score. But for the most part this will be those people who just signed up. (Tip: the only way for them to receive a negative activity score is if they file a complaint against you or their address bounced – in which case Mailchimp would not send them your newsletter anyway.) 

Engagement Level 2: Rarely

Rarely engaged is the people who just remain unengaged with your brand. They don’t open or click on emails and they have been a subscriber longer than 1 month. 

Engagement Level 3: Sometimes

The “sometimes”level of engagement means they have been a subscriber longer than 1 month and open and click on most of your emails. These could be looked at as your customers who enjoy your brand and are great customers.

Engagement Level 4: Often

Often engagement are those top tier customers, like the VIPs of your brand. These are the customers who interact with your campaigns the most and enjoy what you have to say. 

So now we’ve defined them, now what? 

It’s easiest to think of these engagement levels as another helpful piece of data you have about subscribed contacts. With this information added to a segment you can target customers and reward the engage subscribers while trying to win-back and re-engage the lost ones. By doing this type of segmentation it will help you better understand why some customers are more engaged than others.

Still have questions about engagement levels or segments? 

We’re here to help. Drop me a line here: [email protected] or leave a comment. 

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