Engagement score and best send time
0-100 customer scoring, top engaged customer, ML send-time recommendation
Engagement score
Engagement score measures customer email activity between 0 and 100. The higher, the more value you get from the customer.
How it's calculated
Every customer starts at 50, changes by events:
| Event | Point change |
|---|---|
| Email opened | +10 |
| Link clicked | +20 |
| Email not opened 30 days | -5 (daily cron, 3:00) |
| Bounce | -20 |
| Spam complaint | -50 |
Score is bounded to [0, 100].
The 5 buckets
Customers split into 5 buckets:
- 0-20: Inactive (no opens, risky)
- 21-40: Low engagement
- 41-60: Average
- 61-80: Active
- 81-100: Top engaged (VIP)
Dashboard shows percent distribution.
Top 5 engaged customer
A list: salon's most email-active customers.
- Name + current score
- Click: customer profile
These are the most-clicking, campaign-converting customers.
Best send time recommendation
ML-based analysis of salon historical data:
- Which day-hour combination has highest open rate?
- E.g., "Thursday 10:00, expected open rate 28%"
System does hourly and day-of-week bucketing, shows salon-specific pattern.
When accurate
- Min 100 emails sent
- Min 3 months data
- Stable sending pattern
Without these, only industry average shown.
Engagement segmentation
Based on score, segment in Customer Segments module:
- Active emailers (61-100): marketing target
- At-risk (0-40): re-engagement campaign
- Score = 0: practically lost customer
What score change signals
Score drops
- Customer doesn't open email (maybe stale address)
- Bounce happened
- Spam complaint
Score rises
- Customer opens, clicks
- Active communication
When to use it
Scenario 1, VIP segment Top 5 engaged → "VIP customers" tag. Exclusive promos.
Scenario 2, re-engagement campaign At-risk customers (score < 30): "We miss you! 20% off comeback" campaign.
Scenario 3, send time optimization Best send time: Thursday 10:00 → 28% open. Time next month's newsletter.
Scenario 4, template iteration "Birthday" automation open rate low. Best send time → "Sunday 09:00 → 35% open." Adjust template timing.
Scenario 5, customer analysis Customer profile → engagement score 12. Maybe in spam, or left your salon.
Tips
- Don't treat score as absolute, only relative. Among 50 customers, top 5% matters even if average low.
- Re-engagement campaign only to opt-in customers, GDPR.
- Best send time is industry-specific: beauty differs from medical.
- Score change 30 days no opens → -5, don't worry about one mediocre month.
- Target top engaged customers with VIP promos, high ROI.
- 100 score is unreachable, -5 point auto-comes every 30 days. Realistic max 80-90.