So, what if you could know who each customer is and how interested they are in your brand and products – without actually being there. Imagine if you could tell how many emails and social posts they’ve engaged with, how long they’ve spent on your site, what they’ve bought from you and how much they spent, and whether they read your blog. Then use all this information collectively to work out how you should (or shouldn’t) connect with them next.
It’s called engagement scoring: a single metric that’s used to measure how engaged your customers are. For example, each time an email is read you’d allocate some points to that customer. Or, if they haven’t engaged with your emails for some time, you’d simply deduct points. The best thing is the rules are set by you – so you can add weightings to scores depending on your business performance and priorities. Check out the dotmailer Engagement Scorer to find out more about our own tool.
The purpose of this tactic is to enable you to deliver the right messages to the right customers at right times, and at scale. You might want to send a loyalty offer to those with a higher score, whereas you’d probably want to enter lower-scoring customers into a re-engagement program. But to be able to score your customers’ engagements effectively, you need content. Here are five types of content to consider for your strategy and why:
- Blog posts
Blog articles are liked by most audiences because they’re usually topical, digestible and regular. Many publishers and brands will post blogs at least a couple of times a week, typically to distribute via social channels to drive engagements. This type of content is a great way to measure people’s level of interest in your company – if they’re following you on social, frequently reading your posts and clicking through to your site, then you’ll want to allocate a good proportion of points to these actions.
Marketing emails are a great way to measure your customers’ interest in your brand. You can see when they’ve opened, clicked through and converted (or haven’t, as the case may be). Each time they do or don’t engage with your emails, the more points you’ll reward or deduct.
Everyone likes to consume content differently (basically, not everyone likes to read). Videos are a great way to visually communicate your message, but they’re also a prime opportunity to gauge your customers’ interest. You can see if they watch a video, how many they’ve watched and how long they’ve watched for – and therefore score them depending on these different factors.
- Webpages and microsites
You want customers to get to your site. But you want them to spend time there, navigating through it, and not just bouncing after viewing one page. The more pages a customer views on your site (the longer they spend on it) then the more points you should give them.
- Landing pages with forms
Customers who’ve landed on your page and completed a form are making contact. They’ve taken the time to complete the fields, which means they’re interested in your brand. You should therefore consider giving this type of engagement a sizable weighting in your overall score, and follow up while their still warm.
Want to find out what to do next? Download our free best practice guide, which is set out to help you put your engagement scoring strategy in place: