Give your contacts an 'active rating' Follow

Giving your contacts a rating based on how active they are in your database is really useful. It allows you to send your emails to people you know are likely to open them. It also allows you to target your inactive subscribers with a re-engagement campaign.

The first and easiest place to start is probably to determine the contacts who are completely inactive. These will be the people who have never opened an email from you.

Below are the steps on how to determine your inactive contacts and how to give them the active rating (click to skip ahead):

  1. Find inactive contacts
  2. Mark contacts as inactive
  3. Find and mark your active contacts
  4. Find and mark the contacts who aren't as recently active


Note: If you are interested in a more automated way to complete the below process, please submit a request with our support team and we can chat about your options.

Find inactive contacts

To do this:

  1. Go to ‘Contacts’ in your account.
  2. From the drop down menu’s up the top of the page, choose the correct folder and contact list.
  3. When the list is showing on your contacts page, click the ‘Advanced Search’ icon from the top right corner of the contact table; it’s the one that looks like a magnifying glass.



  4. Now you should have a search overlay on your screen. From the first drop down menu, choose ‘Date of last open’.
  5. From the second drop down menu, choose ‘Is Empty’.
  6. From the third drop down menu, choose ‘Yes’.
  7. Click the ‘Search’ button.



Now that you have a list of people who have never opened your emails, you can mark them all with an ‘Inactive’ engagement rating.

If you have quite a large return of contacts who are inactive, you might now like to export this list into Excel. To export, click on the ‘Download’ icon (which is the envelope looking icon near the ‘Advanced Search’ icon).

If you only have a smaller list, then you can skip the export.

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Mark contacts as inactive

If you haven’t exported to Excel, now is the time to view your contacts using ‘Spreadsheet View’ in the system. To do this, click on the ‘Spreadsheet View’ icon from the top right corner of the contact table. It’s the icon that looks like a pencil.

Once in spreadsheet view:

  1. Click the ‘Add Field’ button in the top left corner of the spreadsheet.



  2. Scroll down and choose ‘Checkbox’.
  3. Click the ‘Add’ button.



  4. Name the field “Engagement Rating” (or similar).
  5. Click on where it says ‘Option 1’ in the ‘Checkbox Items’ box. You should now have ‘Option 1’ highlighted blue.
  6. Click the small ‘Rename’ button to the right.



  7. Rename ‘Option 1’ to something like ‘Inactive’.
  8. Press the little ‘+’ symbol.
  9. Repeat for ‘Option 2’, and name to something like ‘Moderately ’.
  10. Once you have these two set up, you can now create your own by typing straight into the field. Create another status, like ‘Active’.
  11. When you have all three of your statuses, click ‘Save’ to complete the new field addition.
  12. Now that the field has been added, you should see it in your spreadsheet. In the first blank cell under the field title, type in your status for the lowest engagement rating (e.g. ‘Inactive’).



  13. In the bottom right corner of this cell you just typed in, there should be a square (similar to Excel if you are familiar with that programme). Click and hold this little square, and then drag it down the entire column of contacts. This will mark everyone who hasn’t opened any emails as ‘Inactive’.

Once you have completed this, the new field will be saved automatically, and those who have never opened an email are now flagged as ‘Inactive’.

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Find and mark your active contacts

The next step is to find your active contacts. The search for these contacts will vary depending on how long you have been using the system. In my example, I have been using the system for 12 months, and my active contacts will be comprised of anyone who has opened an email from me in the past three months.

  1. Go to ‘Contacts’, and view your entire list using the drop down fields up the top of the screen.
  2. Click on the ‘Spreadsheet View’ icon again.
  3. Click the ‘Search’ button in spreadsheet view.



  4. Search for: ‘Date of last open’ - ‘after’ - date three months ago.
  5. Click ‘Search’.
  6. Now, in the “Engagement Rating” field, type the word ‘Active’ for the first contact.



  7. Again, click the little blue square in the bottom right corner of the new ‘Active’ cell, and drag it down for all of your contacts.

Now you have your active contacts flagged, and your inactive contacts flagged. So now all that is left to do is mark the remaining contacts as ‘Moderate’.

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Find and mark the contacts who aren't as recently active

  1. Go to ‘Contacts’, and view your entire list using the drop down fields on the left of the screen.
  2. Click on the ‘Spreadsheet View’ icon again.
  3. Click the ‘Search’ button in spreadsheet view.
  4. Search for: ‘Engagement Rating’ - ‘is Empty’ - ‘Yes’.
  5. Click ‘Search’.
  6. Now, in the ‘Engagement Rating’ field, type the word ‘Moderate’.
  7. Again, click the little blue square and drag the ‘Moderate’ value down for the entire column of contacts.

Now all of your contacts have an active rating! You can now use this rating to send your emails only to your moderate and / or active contacts, and you can also try to kick off a re-engagement campaign for your inactive contacts.

Obviously, the above process may need to be repeated, perhaps on a quarterly or 6 monthly basis. This will ensure that your contacts activity status always remains fairly up to date.

If you wish to simply identify those whom are inactive to remove them from your list, please click here.

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