Engagement Reports for lists and segments make it easy for you to understand the quality of the lists and segments you're sending to. These reports break down how engaged a given group of profiles is, which in turn can facilitate list cleaning.
Why Does Engagement Matter?
When it comes to making money from email, many believe that more profiles equal more revenue. However, most of the time, this is not the case. It doesn't matter how many profiles you're sending to if your recipients are not engaged.
Sending regularly to a group of unengaged profiles can hurt your deliverability and sender reputation, as well as irritate your subscribers. Sending to a group of engaged profiles, on the other hand, will boost open rates, click rates, and revenue per email.
Where to Access an Engagement Report for a List or Segment
You can find the Engagement Report for a particular list or segment by navigating to the Lists & Segments tab and choosing the list or segment you would like to view the report for.
If you've chosen a list, you will see the Engagement Report in the Reports drop-down.
If you've chosen a segment, you will see the Engagement Report next to the Edit Definition tab.
When you use this feature for the first time, you will be prompted to generate the report. These reports are based on average open rates and how long a contact profile has been in your account. How long the report takes to generate will depend on the size of your list or segment.
What's in the Report
Engagement Reports can be broken down into 4 key areas:
- How Engaged are These Members?
- 30 Day Overall Open Rate, Click Rate, and Average Order Value
- Engagement Over Time by Age of Profile
- Open Rate by Age of Profile
For these reports, Open Rate is defined as the total number of opens divided by total emails delivered. This is different from how Klaviyo calculates open rates for a per campaign basis, which is unique opens divided by total deliveries.
Age of Profile is how long an email address has been in your Klaviyo account, not how long an email address has been in a list or segment. Say you have a user that was added to your account 5 weeks ago but wasn't added to a segment until 1 week ago -- they will be in the "5 weeks" bucket.
How Engaged are These Members?
This chart shows engagement over the past 30 days. You can see what percentage of your subscribers in a list or segment are engaging with you emails.
You will see profiles organized into 5 buckets:
- Very engaged
This refers to recipients who have a 50%+ open rate in the past 30 days.
- Somewhat engaged
This refers to recipients who have a 20-50% open rate in the past 30 days.
- Barely engaged
This refers to recipients who have an open rate that is greater than 0%, but less than 20% in the past 30 days.
- Not engaged
This refers to recipients who haven't opened any emails in the past 30 days.
- Received no emails
This refers to recipients who haven't received any emails in the past 30 days, likely because they're suppressed or have recently been added to the list or segment.
Generally speaking, more than half of your list should fall in the “engaged” or “somewhat engaged” category. No more than a quarter of your list should fall into the “not engaged” section.
Past 30 Day Averages
This area allows you to view performance averages over the past 30 days at a glance.
Here's how these values are calculated:
- Average Open Rate
Total opens divided by total deliveries.
- Average Click Rate
Total clicks divided by total deliveries.
- Average Order Value
Total Placed Order value divided by total Placed Order events.
A healthy aggregate open rate for any given list or segment is 30% or higher.
Engagement Over Time by Age of Profile
This graph shows the distribution of engaged profiles by age or how long they have been in your Klaviyo account.
Profiles are grouped by their weekly age, up to 52 weeks (1 year). This means that profiles in the 8 weeks bucket were added to your account 8 weeks ago.
Each column shows the distribution of all profiles of that age in two buckets, engaged and unengaged.
For this graph, engagement is based on all events over the lifetime of the profile. This means a 30-week-old profile will be assigned a bucket based on 30 weeks of data. The buckets are as follows:
Total opens divided by total deliveries is greater than or equal to 20%.
Total opens divided by total deliveries is less than 20%.
- Never received email
This profile never received any emails, either because they are suppressed or were only recently added to the list or segment.
You can use this graph to see engagement across different cohorts of profiles. This will help you identify whether there’s a specific point in time when people start to disengage from your brand. If there is, you can use that information for your winback efforts. For example, you could set up a specific email flow that targets customers with special offers or exclusive content.
Open Rate by Age of Profile
The Open Rate by Age of Profile graph shows how the age of a profile correlates with open rates. Many marketers don't realize that sending to outdated email addresses can bring down open rates. This graph will allow you to see the status of your lists and segments.
Profiles are grouped by their age on the horizontal axis and the overall open rate for that group is plotted above. Open rates are calculated as such:
- Total opens over all time for all profiles of that age divided by total deliveries over all time for all profiles of that age
You can drill down further by clicking on the number of engaged or unengaged members and the charts will also show the number of engaged and unengaged profiles per group.
If you look at where there is the highest volume of unengaged subscribers, you can use this chart to figure out if you should use the age of a subscriber as criteria for segmentation and cleaning your list.
For example, if you have many unengaged profiles who were added over 36 weeks ago, you might want to separate them into their own segment and email them less frequently.
Interpreting Your Results
Engagement is the cornerstone of successful email marketing. One key factor that influences engagement is the "age" of an email address, which is why we've built this view into the reports. This is also why it is important to continuously grow your list. As older profiles begin to detach from your brand, it is important that you replace them with new, engaged subscribers.
If you notice a high volume of old, unengaged profiles, it's time to clean your list. You should completely remove subscribers who have never opened an email. If you have unengaged subscribers scattered across the board, you should also reassess the relevance of the content you're sending. If you're sending the same types of emails day after day, you could be boring your subscribers.
You may also want to consider segmenting out barely engaged profiles and treating them differently. For example, you could funnel them into a re-engagement flow.
For more information on applying these reports to assess and restrategize segments, check out our article on how to Use Segment Engagement Reports to Judge Lead Quality.