Recalculating Engagement Scores
Refresh engagement scores for your contacts
Recalculating Engagement Scores
Mailnaptic assigns engagement scores to contacts based on their interaction history. These scores help you identify your most active subscribers, at-risk contacts who are disengaging, and cold contacts who may need re-engagement campaigns or removal from your list.
What Is an Engagement Score?
An engagement score is a numeric value that reflects how actively a contact interacts with your emails and website. Higher scores indicate more engaged contacts. The score is calculated based on:
- Email opens — Recent opens contribute positively to the score.
- Link clicks — Clicks are weighted more heavily than opens because they indicate stronger intent.
- Website activity — If site tracking is enabled, page views and custom events factor into the score.
- Recency — More recent activity is weighted more heavily than older activity. A contact who clicked last week scores higher than one who clicked six months ago.
- Frequency — Contacts who engage with multiple campaigns score higher than those who interact with just one.
When Scores Are Calculated
Engagement scores are calculated automatically on a periodic basis. However, there are times when you may want to trigger a manual recalculation:
- After a large import of contacts with historical data.
- After a major campaign send where you want updated scores before building a follow-up segment.
- When setting up re-engagement workflows that depend on accurate engagement data.
How to Recalculate
- Navigate to Contacts from the sidebar.
- Click the Recalculate Engagement Scores option in the toolbar or settings menu.
- Confirm the action.
The recalculation runs in the background and processes all contacts in your organization. Depending on the size of your contact base, this may take a few minutes.
Using Engagement Scores in Segments
Engagement scores are one of the most powerful segment filters. You can create segments such as:
- Highly engaged: Contacts with engagement score above 80.
- At risk: Contacts with engagement score between 30 and 60 who haven't opened in 30 days.
- Cold: Contacts with engagement score below 20.
You can also use the last_active_days filter in segments to target contacts based on how recently they interacted:
last_active_days less_than 7— Active in the last week.last_active_days greater_than 90— No activity in 90+ days.
Best Practices
- Segment by engagement before sending: Targeting only engaged contacts improves your open and click rates, which in turn improves your sender reputation.
- Run re-engagement campaigns: Build an automation that sends a re-engagement email to contacts whose score drops below a threshold.
- Prune cold contacts: Contacts with very low engagement scores who haven't opened an email in 180+ days may be candidates for removal. Keeping them on your list increases bounce risk and hurts deliverability.
- Recalculate before major sends: Ensure your scores are up to date before using engagement-based segments for campaign targeting.