Scoring Guide

Scoring shows the likelihood of a subscriber to interact on a particular website: the higher the scoring, the greater the probability to click when delivering an email to them.


Inbox Suite is an advanced marketing tool for sending 1:1 email communication run by machine learning models and AI.  Being run by machine learning models and AI, the ultimate goal of our tool is to send the right message to the right person at the right time. But how does it determine “the right” person and time? The scoring model serves this purpose.

To clearly define, scoring shows the likelihood of a subscriber to interact on a particular website: the higher the scoring, the greater the probability to click when delivering an email to them.

Scoring is calculated for profiles with at least 1 delivered email in the last 60 days. Scoring model takes profile activity parameters on its input and generates the click probability (number from 0 to 1) as output. 
Scoring model takes into account

  • Number of clicks, opens and delivered emails in last 24 hours, 3,10 and 30 days
  • Maximum historical interval between 2 nearest actions for this profile
  • Number of days when profile was active
  • Number of registrations
  • Time since last registration 
  • Time from site registration to the first activity on this site


How to use scoring with Smart Planner?

To make the most of scoring, you would want to use Smart Planner as well.

Provided that, within the scope limited by the delivery capabilities from specific IPs and domains, the best scoring subscribers are selected. This happens automatically. All you need to do is set up Flows and Roadmaps.

How to set up campaigns manually?

If, despite the benefits of Smart Planner, you choose to set up your campaigns manually, there is an Extended rule for delivery when using scoring.

This rule allows you to select top 10 000 profiles with the best scoring on this particular site. In other words, it allows you to choose from the top 10 000 subscribers.

It is important to consider that the rank is just one of many factors of the delivery rules (such as “by activity” …etc.).

The campaign will always contain fewer subscribers than the number specified in the rule. To get the right gap, choose a bigger rank and check the chosen gap using the Calculate function.

It’s worth noting that you can always find the scoring values of a specific profile on a specific website and its rank on the Profile Insights page.
A rank is the position of a subscriber among other subscribers from the highest to the lowest score.

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