Subscriber Scoring

Subscriber Scoring

Subscriber Scoring is an effective way to manage and analyze your subscribers, helping you discover quality subscribers and giving you insights about their stage in the sales funnel. Subscriber scoring is all about giving scores to your email recipients based on their profile, campaign responses, and website behavior. Using these scores, you can infer the progress of your potential subscriber, and watch them become customers.
For example, subscribers who engage with your content, website, and events are going to get higher scores than those who are only subscribed to your newsletter.

In this guide, we tell you how to set up subscriber scoring, and how subscriber scores are determined through campaign activities, contact information, and website activities.

Quick links:

The following instructions only apply to organization administrators.

Set up Subscribers Scoring

As an organization admin, you can set up subscriber scoring for your organization by following these instructions:

  1. Log in to your Zoho Campaigns account.
  2. Select the Subscribers tab from the navigation bar and click Subscriber Scoring. A welcome page will appear.
  3. Click Assign Scores Now to start the setup process.

Let us take a look at how your subsriber scores are determined through campaign activities, and contact information, workflow.

Note: Subscriber scoring is available for all users under the subscription plan.

Qualifying Subscribers Through Campaign Activities

Zoho Campaigns provides you with an array of campaign activities that can be used to score your subscribers and discover their place in the sales pipeline. Any subscribers with your target score can be considered marketing- and sales-qualified.

Open the Subscribers and select Subscriber Scoring, then navigate to Campaign Activities in the Scoring Setup tab.

Here are all of the campaign activities your subscribers may perform:

1.Unique OpenOpen the campaign just once
2.Multiple OpenOpen the campaign multiple times
3.Unique ClickClick the attached links just once
4.Multiple ClickClick the attached links multiple times
5.Opt-inSubscribes to your website
6.Tell-a-friendRefers a friend to your website

By default, each of the campaign activities specified will possess a score. You can edit the scores as you wish.

Edit scores

You can edit your scores any time you wish to change activity priorities. Subscribers will start getting the new scores as soon as you've changed priorities.

To edit subscriber scores:

  1. Open the Subscribers tab and select Subscriber Scoring then navigate to Campaign Activities in the Scoring Setup tab.
  2. Select the Edit Score option on top of the score sheet.
  3. Use the right and left arrows on the score sheet to adjust scores based on priority.

For example, the unique open action has a score of 10 and your subscriber has a score of 10 from that. If you edit the score for unique open from 10 to 20, next time the subscriber opens a new campaign, they will be awarded with 20 more points and the new subscriber score will be 30.

Note:

Scores for multiple actions (i.e., multiple opens, multiple clicks) will be applied when the subscriber performs the same action for the third time. For example, the score assigned for a unique click is 10 points, while multiple clicks get 30 points. The first time a subscriber clicks a campaign, they'll get 10 points. This score remains the same on the second click, Then jumps 30 more points when they click for the third time for a total of 40 points. Further clicks do not give higher scores. 

Disable Scoring

Score updates can be paused. Existing scores will remain the same until you enable scoring again.

To pause/unpause scoring:

  1. Open the Subscribers tab and select Subscriber Scoring then navigate to Campaign Activities in the Scoring Setup tab.
  2. Click Disable at the top of the score sheet.

Qualifying Subscribers Through Their Field Information

Zoho Campaigns provides scoring for subscribers based on their profile information. All you have to do here is specify the fields and their corresponding values, the subscriber should contain to earn the score assigned.

  1. Open the Subscribers tab and select Subscriber Scoring, then navigate to Subscriber Field Information in the Scoring Setup tab.
  2. Click Configure.

  3. Fill in the required information
    • Name - a name that describe your criteria.
    • Assign score - This is the score that meeting your criteria will award.
    • Criteria - Define the scoring conditions that must be met by using the drop-down menus. You can define up to three conditions for each criteria.

Subscriber Classification

Defining your subscribers' stage in the sales funnel will help you understand their quality and determine when they will be sales-ready. Our subscriber scoring system lets you classify subscribers into most-engaged, progressing, and getting started based on their scores. 

For example, subscribers who actively engage in reading blogs or request a demo for certain products will score higher and become a most-engaged subscriber. Subscribers who only download your newsletters will earn comparatively lower scores and will be classified as progressing subscribers.

Now that you're all set with subscriber scoring, follow these steps to define score conditions for most-engaged, progressing, and getting started.

  1. Open the Subscribers tab and select Subscriber Scoring.
  2. Scroll down the page and open the Subscriber Classification section. Click Define Subscribers. A popup will appear.
  3. In the pop-up, enter the score limit for most-engaged and progressing subscribers.
  4. Click the More option to enter a score limit based on recent activities.

To edit scores:

  1. Open the Subscribers tab and select Subscriber Scoring.
  2. Scrolling down the page, select Subscriber Classification.
  3. Click the Edit icon.

Reset Scoring

Before you reset your subscriber scores, make sure that you won't need them anymore. Once you reset these scores, your subscribes will start from zero again.

To reset subscriber scores:

  1. Open the Subscribers tab and select Subscriber Scoring.
  2. Click the Reset button on the right side of the score sheet.
  3. Read the terms and click Reset Now.
  4. If you want to start the scoring process to after the reset, click Enable Scoring.

Note:

After the reset, assigned scores on the score sheet will remain the same but your subscribers' scores will set back to zero.

Reset History

It is possible to see the entire reset history for your organization. This option will show you when a reset has been done, who did it, and any noted reasons for the reset.

To view reset history:

  1. Open the Subscribers tab and select Subscriber Scoring.
  2. Find the Reset - Info section next to the score sheet.

The following information apply to both organization administrators and users.

How can I see my subscribers' scores?

Learn about your subscribers with score updates. Subscribers scores are calculated by summing up all the scores a subscriber has earned for their activities. This helps you prioritize subscribers and focus your attention on the most active subscribers.

  1. Navigate through to any of the subscriber list views.
  2. Select a subscriber email address.
  3. You will get to the smart view of the subscriber information. You can view the subscriber score on the right.

You can also know the subscriber's score from the detailed view: 

  1. Navigate through to any of the subscriber list views.
  2. Select a subscriber email address.
  3. You will get to the smart view of the subscriber information.
  4. Click Expand.

  5. There are two viewing modes in the top-right corner - Specifics and Activities.
  6. To view the subscriber score, switch to Activities and check the subscriber score to the right of the subscriber's name.

View Reports

You can also view your subscribers' performance with the help of scoring reports.

  1. Navigate through to any of the subscriber list views.
  2. Select a subscriber email address.
  3. You will get to the smart view of the subscriber information.
  4. Click Expand
  5. There are two viewing modes in the top-right corner - Specifics and Activities
  6. Switch to Activities and scroll down to find the Subscriber Timeline to find the scores, activities, and the time scoring took place.

Insights into subscriber scoring are extremely valuable for your organization, allowing you to watch your subscribers' growth based on normal activities like opens, clicks, etc. Some businesses will want a scoring system based on some special activities. To facilitate this, Zoho Campaigns provides a custom scoring system for campaign activities.

What Is Custom Scoring?

A custom scoring system is specially designed for activities you feel should have more significance in subscriber evaluation. The setup process lets you define criteria for subscriber activities while your subscribers are awarded with points when they meet these criteria.

For example, if you want to send a marketing campaign about your new product launch and prefer to score your subscribers higher clicking and performing actions on a specific URL, this is where custom scoring comes into the picture. Custom scoring lets you set criteria particular to the desired URL and assign scores to subscribers.

Campaign-Specific Scoring

Custom scoring is available for all email campaigns and is referred to as Campaign-Specific Scoring here. Start assigning scores to specific campaign activities and get to know more about your subscribers.

You can enable either default, campaign-specific scoring, or both for your campaign. Campaign-specific scoring can only be set when default scoring is configured. When an activity is listed as both a default and campaign-specific score, the activity will be recorded as campaign-specific for your subscribers.

To set up campaign-specific scoring:

  1. Open your campaign review page, then scroll down and click Subscriber Scoring.
  2. There are two tabs — Default Scoring, the organization-wide scoring system, and Campaign-Specific Scoring, the scoring system specific your campaign.
  3. Open the Camapign-Specific Scoring tab and click Add Scoring Criteria.

  4. Fill in the following information:
    • Name - a name that describes your criteria.
    • Assign score - This is the score that meeting your criteria will award.
    • Criteria - Define the scoring conditions that must be met by using the drop-down menus. You can define up to three conditions for each criteria.

Alternate method: From Campaign Detail View page

Open your campaign detail page, then scroll down and click Subscriber Scoring

To add new criteria:

  1. In the Campaign Detail View page, scroll down and click Subscriber Scoring and select Campaign-Specific Scoring.
  2. Click Add new criteria.
  3. Follow the same steps as you did to define your first criteria. You can create up to three criteria for your campaign

Edit Criteria

  1. Any set criteria will appear in the Campaign-Specific Scoring tab in the campaign review page. Click on a criteria to view the list of conditions for that criteria.
  2. To edit criteria, click the Edit icon. The Edit Criteria page will appear.
  3. Proceed to edit your criteria.

Delete criteria

  1. All set criteria appear in the Campaign-Specific Scoring tab on the Campaign Review page. Click on a criteria to see the set conditions for each criteria.
  2. To delete a criteria click the Trash icon

Disable default scoring

Disabling default scoring for your campaign will not disable global scoring. Campaign-specific scoring will continue to take place, provided the criteria is active.

  1. Open the campaign review page, click Subscriber Scoring and select Default Scoring.
  2. Click the toggle switch to disable default scoring for this campaign.

Disable Campaign-Specific Scoring

It is possible to modify the status of any criteria. Active criteria will assign subscriber scores as defined.

  1. Open the campaign review page, then click Subscriber Scoring and select Campaign-Specific Scoring.
  2. Click the toggle switch next to the criteria to disable scoring for that criteria.

Segmenting Subscribers Based on Scores

You can segment your subscribers based on their scores, scoring period and other criteria such as country, first name, last name, etc. You can also view reports of the segmented subscribers with respect to mailing lists and countries. 

Learn how to create a Score-based View now.

Create a Score-based View

  1. Open the Subscribers tab and select Subscriber Scoring.
  2. Select the Score-based View tab.
  3. Click Create View button.
  4. Fill in the required information:
      • Name - a name that describes your view.
      • Score - This is the score based on which subscribers are segmented.
      • Scoring period- Define a scoring period from which subscribers are to be included in the segment, e.g., last 15 days, last month.
      • Criteria - Define the scoring criteria that must be met by using the drop-down menus. You can define up to two criteria.
      • Mailing list- Select mailing lists from which the subscribers are to be included in the segment.

  5. Click Save.

To edit/delete a view

  1. Click the More option in the top-left corner and choose the action you want to perform. 

You can also mass update subscriber fields of those who are in this view or export the subscribers.

Email Notifications for Score-based View

You can get notified on the summary of your score-based view periodically via emails. All you have to do is set up the frequency to receive the email notification.

  1. Open the Subscribers tab and select Subscriber Scoring
  2. Select the Score-based View tab.
  3. Select the score-based view for which you want to set up email notification.
  4. Navigate to the Email Notification section and click Set notification frequency now.
  5. Specify the time and users who should receive email notification for this view. 
  6. Click Save.

Edit frequency

You can modify the frequency of email notification to your convenience. Follow the below steps:

  1. Open the Subscribers tab and select Subscriber Scoring
  2. Select the Score-based View tab.
  3. Select the score-based view for which you want to edit the email notification frequency.
  4. Navigate to the Email Notification section and click the Edit icon.

Disable Email notification

  1. Open the Subscribers tab and select Subscriber Scoring
  2. Select the Score-based View tab.
  3. Select the score-based view for which you want to disable the email notification.
  4. Navigate to the Email Notification section and turn the toggle switch off.

Note: If the criteria specified for the score-based view is a definite period, you will not receive email notification periodically. Rather, you can download the summary as a PDF or receive a one-time email.  

View Reports

You can view reports of the score-based view based on mailing lists and countries.

  1. Open the Subscribers tab and select Subscriber Scoring.
  2. Select the Score-based View tab.
  3. Select a view.
  4. You will be able to see the summary of the view and subscribers under the view based on the mailing lists and country.

Scoring Subscribers Through Workflow

Zoho Campaigns' workflow automation enables you to categorize subscribers based on their behavior and information, then assign scores accordingly. To assign scores,

  1. Go to the Automation tab from Navigation bar and select Workflow.
  2. Click Create Workflow.
  3. Select a workflow you want to create.
  4. Fill in the required information.
    • Name - Enter a name to your workflow
    • Mailing List - Select the mailing list you want to run the workflow for.
    • Select condition - Choose a condition the subscriber should meet to enter the workflow.
    • Perform action- Select Add score from the dropdown option. 

Push Subscriber Scores to Zoho CRM

With different ways to score your subscribers, we will now see how you shall push those scores into Zoho CRM. Follow the below steps:

  1. Go to Subscribers tab from the Navigation bar and select All Subscribers.
  2. Click the Sync tab and navigate to Zoho CRM syncs.
  3. Go to Active Syncs.

  4. Click the View Details in the Campaigns to CRM Settings.

  5. Navigate to the section Push subscriber score to Zoho CRM and turn on the toggle switch.
  6. Choose a CRM module to update subscriber scores and select an integer field to map the subscriber score with.

Share this post : FacebookTwitter

Still can't find what you're looking for?

Write to us: support@zohocampaigns.com