Engagement Monitoring - Feature Overview

A comprehensive look at Engagement Monitoring

Matt Baker avatar
Written by Matt Baker
Updated over a week ago

Why is this feature needed?

  • Our new Engagement Monitoring tool, will help institutions trim recipient lists in order to maximize deliverability. When it comes to emails and communications, often less=more. LESS emails to recipients who are not engaging means MORE emails getting through to those who are.

  • Every sender (in this case your institution) has a sending reputation.

    • This is determined by sending behavior which factors in things like content, # of emails, # of emails sent to bad addresses, # of times emails have been flagged as spam along with a few other factors

    • This reputation effects how email providers perceive the sender.

    • Senders with a poor reputation will see more emails suppressed, placed in junk/spam folders or sent to less prominent inboxes (marketing/promotions vs primary)

    • Senders with a strong reputation will see more emails actually get through to recipients.

    • More emails getting through=better chance of opens=better chance of students entering the pipeline and so on

General Overview

  • Engagement Monitoring examines a recipient's engagement history with your school and determines whether that student is eligible to receive outreach emails.

    • For tracking purposes, we are monitoring a number of actions including

      • email opens

      • link clicks

      • attending events

      • submitting forms

  • We've determined a threshold on the number of consecutive outreach emails within a given timeframe without engagement, that a student can receive before being temporarily withdrawn from recipient lists and opt-ed out from getting emails.

  • The tool ONLY affects Outreach Emails. Text, Voice and record-specific emails (password resets etc.) will not be affected.

  • The tool ONLY affects records listed as Prospects and Inquiries. Emails can be sent uninterrupted to records listed as Applicants, Accepted, Enrolled etc.

    • Typically, Prospects and Inquiries are the largest groups of students and also have the lowest amount of engagement. This means they are at the highest risk for harmful email habits.

  • The feature will start all recipients and senders with a "clean slate". All recipients that were previously eligible to receive emails will still eligible after the the feature is activated.
    Ex. Student A has not engaged with the last 5 emails they've received from Liaison University. They will still receive emails from the school. To be clear though, if a recipient has opted-out in the past, the feature will not reset this status.

A student is paused from receiving emails, where do we go from there?

On the record page, users will see a new message with that student's status.

  1. This status is temporary and students can be opted back-in to emails after 1 of 3 different criteria are met

    1. Students begin to engage with emails.
      Ex. Student A does not open any emails from Liaison University in a 2 month stretch. They decide to start combing through their inbox and begin opening emails from LU. This counts as engagement and Student A will begin to receive communications again.

    2. Enough time has passed where a student may now be interested
      Ex. Student A has not engaged with any communication from LU. After 5 days the student is eligible to receive a limited number of outreach emails.

    3. A rep manually "resets engagement" to cover data points we cannot track.
      Ex. Student calls or emails the rep directly.

  2. There continues to be a lack of engagement on the student's part. The school can eventually send another email, but the length of time for each will increase after every subsequent email.

    1. Ex. 5 day wait after initial emails, 10 days after the another email, 20 after another

    2. Think this of this as a faucet. At the start the faucet is wide open and water (emails) can flow through freely. This slowly closes the faucet and the water slows a drip.

  3. A Student fails to engage with communications for a year. The student will be permanently paused from receiving emails until they engage with the school.

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