Campaign score provides a clear, numerical evaluation of your email campaign’s effectiveness, alongside personalised recommendations to help improve future results. It is derived from various data points, including open rates, click rates, bounce rates, and other additional factors. These metrics are then put through a calculation that takes into account email marketing benchmarks, to give you a straightforward score, helping you assess how well your campaigns are engaging recipients.

How Campaign Score Works

Campaign scores are calculated 24 hours after a campaign is sent, allowing sufficient time to gather meaningful engagement data. Scores are calculated for standard campaigns, excluding plain text emails and campaigns with zero opens. The score is displayed on your overview page and individual campaign pages, giving you immediate visibility into your recent campaign’s performance.

Your Campaign score appears in two key places:

• Overview Page:

• Highlights the score from your most recently available campaign at the top of the page.
• Provides a quick, at-a-glance view of key factors impacting your campaign score.

• Individual campaign pages:

• Displays the campaign score for each campaign along with performance details on the campaign's “sent” page within the application.
• Displays within the thumbnail view of campaigns “sent” page.
• Presented alongside other key metrics within the campaign performance snapshot. Includes personalised recommendations to optimise future campaigns, where applicable.

What Contributes to Your Campaign Score?

The campaign score is determined by various factors collected when a campaign is sent and the impact it generates.  We then take those factors and apply them to a custom calculation based on marketing standards and benchmarks to derive a score for each campaign. Some of the factors that are used are:

 

Key factors include:

• Open Rate: Percentage of recipients who opened your email.
• Click Rate: Percentage of recipients who clicked links within your email.
• Bounce Rate: Percentage of emails that weren’t successfully delivered.
• Unsubscribe Rate: Percentage of recipients who unsubscribed following your email.
• Additional engagement factors that influence overall performance and deliverability.

Understanding Your Score

Your campaign score ranges from 1 to 10, with colour-coded indicators providing quick performance feedback:

• 8-10 (Green): Excellent performance, indicating strong engagement.
• 5-7 (Orange): Average performance; potential to optimise and improve.
• 1-4 (Red): Below-average; significant opportunities exist to enhance performance.

Personalised Recommendations

Tailored recommendations appear directly on your campaign snapshot page, where applicable. These recommendations are specifically based on your campaign’s performance metrics, guiding you clearly on how to increase your score and achieve better email marketing results in future campaigns.

These insights are designed to help you make the most of Campaign Monitor’s tools and features—whether it’s through improving content, refining your targeting, or adopting new capabilities. They provide real, actionable value that can lead to stronger engagement and higher-performing campaigns over time.