Create an engagement scoring system
Score and segment by engagement
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Design an email engagement scoring system for [brand]. Define: scoring criteria (points for opens, clicks, purchases, profile completeness, recency of activity), score decay logic for inactivity, engagement tier definitions (champions, active, cold, dormant), how to use tier scores to suppress or tailor campaigns, and how to trigger automations based on score changes (e.g., drop from active to cold).
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Pour affiner, ajoutez un coefficient multiplicateur sur les actions récentes (30 derniers jours) et un palier «désabonnement passif» (aucune ouverture ni clic depuis 90 jours). Cela évite de supprimer des contacts qui ne réagissent qu'à des campagnes saisonnières et rend le scoring plus réactif aux comportements réels.
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