To measure how engaged your contacts are with your content, you can use the so-called “Engagement Tagging” automation. When creating a new automation, you can choose from pre-configured templates, which include 'Part 1 - Engagement Tagging' and Part '2 - Engagement Tagging'.
You can customize the templates to fit the specific needs of your business strategy, or simply activate them as is and let them do the work for you. Once the automations are activated, they will automatically assign tags to your contacts (Engaged, Disengaged, Inactive). This allows you to easily identify how engaged your contacts are and, for instance, decide to periodically remove all contacts tagged as 'Inactive.'
Part 1 – Engagement Tagging:
This automation functions like a timer and is triggered by the 'Part 2 - Engagement Tagging' automation. It removes tags and adds new ones based on a number of waiting steps within the automation.
Part 2 – Engagement Tagging:
This automation uses multiple start triggers to “measure” the contacts' interaction with your content. If a contact performs an action based on these start triggers, the contact will enter this automation. Once a contact enters this Part 2 automation, the contact will also be immediately removed from the Part 1 automation and then placed back at the top of the Part 1 automation. This is to ensure that the contact follows the correct path of tag assignment.
It is best to set the Part 2 start triggers for the most important activities you want to 'measure'. You will need to determine for yourself which activities (such as opening a specific email, clicking on a link in a specific email, or visiting your website, for example) are relevant enough to decide whether this contact should be marked as engaged or not. If you choose website visits as a trigger, you need to place website tracking on your website.
🚨 Please note: Ensure both automations are activated, as they do not function individually. Also, set the start triggers of Part 2 to 'runs: multiple times.' This ensures that contacts continue to progress through the automations whenever they interact with your messages and/or website content.
(Optional) Setting Up a Re-Engagement Automation
Now that you’ve set up both Engagement Tagging automations, you might consider creating a "Re-Engagement” automation. This automation allows you to send one or two final emails to give your contacts a last chance to continue receiving emails. Since the 'Inactive' tag is assigned by Part 1, you can use this tag as the start trigger.
The exact setup of this automation is up to you, but below is an example: