How can engagement scores drive trigger eligibility?

Engagement scores quantify recipient activity levels and can gate automation eligibility:

How scores work:

Points assigned for positive actions: opens, clicks, purchases, site visits. Points decay over time or deducted for negative signals: bounces, complaints, persistent inactivity. Combined into an overall engagement score per recipient.

Score-based trigger filtering:

"Only trigger this automation for recipients with engagement score above 50." "If engagement score below 20, route to re-engagement flow instead of promotional flow." "Suppress all marketing automation for engagement score below 10."

Benefits:

Protects sender reputation by avoiding inactive recipients. Focuses automation on responsive audiences. Creates natural path to re-engagement or suppression for disengaged subscribers.

Implementation:

Define scoring rules consistently across your program. Update scores regularly based on activity. Build score thresholds into automation entry conditions.

Engagement scores make the invisible visible. They translate patterns into actionable triggers for automation logic.