How is the Mailing Score calculated?

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I know the factors that go into calculating the Mailing Score, but is there a certain weight given to each category to determine the score? (i.e. are certain areas more "important" than others when determining the score?)

For example, we have found some scores are higher, but the list itself seems to have higher bounce rates and higher click percentages, but a list with less bounces and higher opens have a lower score.

Just trying to find a way to truly gauge success when describing the scoring metric to clients.
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Posted 4 years ago

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Photo of Paul Zimmerman-Clayton

Paul Zimmerman-Clayton, Official Rep

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Hey there, thanks for posting! The exact calculations were created by our development team and are a bit of a trade secret, but I'm happy to give you some general guidelines. The different metrics in the response section are indeed weighted differently, and there are a few ways to bump up your score outside of opens and clicks.

Opens and clicks are the most heavily weighted, and will give you the bulk of your score. A good email will have an open rate of about 20% and a click rate of about 10%, and higher opens and clicks are even better. Shares will also boost your score.

Using a split test also adds a point or two, and you'll get another boost if your opt out rate is lower than .3%. Bounces aren't factored in, since they're most often out of your control.

Your clients will be best served by finding ways to increase open rates by using good subject lines and preheader text, by using videos and buttons to increase click rates, and making sure to use healthy lists and split tests.

If you or your clients are interested, we do offer some services that can point out directly how to improve that mailing score by looking at mailings and making specific suggestions. If you'd like more information, let me know!