Re-Engagement Addon User Guide

Overview

The Re-Engagement addon helps you:

  • Score each subscriber’s engagement based on recent opens, clicks, and ignored sends
  • Segment subscribers into actionable tiers
  • Automate list hygiene and win-back workflows with rules
  • Review why each contact is in a given tier

It is designed to work with your existing IEM tracking stats and list workflows.

Where To Find It

After installation and permission setup, you will see:

  • Statistics -> Re-Engagement Statistics
  • Autoresponders -> Re-Engagement Rules

Permissions

The addon has three permission scopes:

  • reengagement.view – view dashboard and list details
  • reengagement.manage – create/edit/delete/toggle rules and generate defaults
  • reengagement.bulk – run bulk actions

The permissions are set at the user groups level of Interspire.

Core Concepts

Engagement Tiers

Subscribers are classified into:

  • Active
  • Declining
  • Inactive
  • Dormant
  • Too Early (insufficient send history to classify safely)

Too Early appears in statistics and list details, but automation rules target only the four main tiers.

Rule Lifecycle

Rules can be enabled or disabled.

  • Disabled rules are drafts and do not execute.
  • Enabled rules are evaluated by cron.

For move_to_list rules:

  • You can keep a rule disabled with no target list (draft/incomplete).
  • You must set a valid target list before enabling it.
Re-engagement Rules List

Dashboard Workflow

Open Statistics -> Re-Engagement Statistics to:

  • Select a list and view tier totals/percentages
  • Review per-list breakdown
  • Open list details from the list name or View Details
  • Review recent rule/bulk action logs

List Details Workflow

From View Details, you can:

  • Filter by tier (including Too Early)
  • Search by email
  • Sort by score, email, or activity
  • See score decomposition per subscriber:
    • click points
    • open points
    • penalty points
    • sends in window
    • engaged sends
  • Read human-readable score reasons
Re-engagement List Details

Rules Workflow

Open Autoresponders -> Re-Engagement Rules to:

  • Create rules one-by-one, or
  • Generate draft defaults in bulk for selected lists

Enable/Disable in List View

In the Rules table, use the tick/cross icon in the Enabled column:

  • Tick means enabled
  • Cross means disabled
  • Click to toggle

If a move_to_list rule is missing a valid target, enabling is blocked and you are redirected to edit it.

Generate Default Rules (Bulk Drafts)

On the Rules page, use Generate Default Rules:

  1. Select one or more source lists (Ctrl/Cmd + click)
  2. Choose Dormant Tier Action (Unsubscribe or Delete)
  3. Click Generate Default Rules
  4. Confirm in the prompt

The generator creates disabled draft rules per selected list:

  • [Default] Declining - {ListName}
    tier declining, min days 80, action move_to_list, target NULL, enabled 0
  • [Default] Inactive - {ListName}
    tier inactive, min days 120, action unsubscribe, enabled 0
  • [Default] Dormant - {ListName} tier dormant, min days 180, action from your dormant-tier selection, enabled 0

Duplicate protection:

  • If a rule already exists for the same list + tier, that default is skipped.

You get a summary message with:

  • lists processed
  • rules created
  • rules skipped
  • errors

Bulk Actions (Manual Ops)

Open Action=BulkAction from the addon to:

  • Preview matching counts
  • Export matching subscribers to CSV
  • Execute one-time bulk operations by tier

This is useful for one-off cleanup or migration actions outside recurring rules.

How does the Scoring Algorithm Work?

This is a brief overview

Data Inputs

The engine uses:

  • Opens from stats_emailopens
  • Clicks from stats_linkclicks where bot = 0
  • Sends from stats_newsletters_recipients

By default, opens generated from link-open flow (fromlink = 1) are ignored.

Only active contacts are scored:

  • list_subscribers.unsubscribed = 0
  • list_subscribers.bounced = 0

Time-Decay Formula

Each event contributes:

points = weight * (0.5 ^ (days_ago / half_life_days))

This means recent activity contributes more than old activity.

Default Weights and Windows

  • Scoring window: 180 days
  • Open weight: 5
  • Click weight: 10
  • Score half-life: 30 days
  • Send penalty weight: 2
  • Send penalty half-life: 21 days
  • Minimum sends gate: 3

Deduping Logic Per Campaign

For each subscriber, event scoring is deduped by campaign stat ID:

  • Opens: one scored open per campaign
  • Clicks: one scored click per campaign
  • Sends: one send considered per campaign

Penalty applies only to sends with no open/click engagement for that campaign.

Final Score

For each subscriber/list:

  • score = click_points + open_points - penalty_points
  • If score is negative, it is clamped to 0

Tier Mapping

If sends_in_window < min_sends_gate, tier is Too Early.

Otherwise:

  • Active if score >= 10
  • Declining if score >= 3
  • Inactive if score >= 0.1
  • Dormant otherwise

The values above are the default

Rule Execution Logic

When cron evaluates enabled rules:

  • Subscriber must match list + tier
  • Subscriber must still be active (not bounced/unsubscribed)
  • Minimum Days Since Activity is evaluated against latest of:
    • last open
    • last click
    • last send
  • Same subscriber is not actioned repeatedly by the same rule once logged

Cron Requirements

The addon relies on cron execution for:

  • score recalculation
  • rule processing

If cron is not running regularly, scores and automation outcomes will appear stale.

Recommended: run cron on a stable schedule aligned with your campaign volume.

Practical Rollout Recommendations

  1. Generate defaults for key lists.
  2. Leave everything disabled initially.
  3. Configure target lists for declining rules you want.
  4. Enable one tier at a time and monitor logs/results.
  5. Start with Dormant -> Unsubscribe before using Delete.

Troubleshooting

Rules are not firing

Check:

  • cron is running
  • rule is enabled
  • rule tier has matching subscribers
  • min days is not too strict
  • move_to_list rules have valid target lists

Too many subscribers in Too Early

This means they have fewer than the minimum sends in the scoring window.
Allow more send history or adjust settings if you decide to expose tuning in your environment.

Default generation created fewer rules than expected

Likely because existing rules for the same list+tier were skipped by design.

Safe Operations Note

Unsubscribe is reversible in many operational flows; Delete is destructive.
Use delete only when your retention and compliance policy explicitly requires it.