{"id":22711,"date":"2024-05-23T10:34:12","date_gmt":"2024-05-23T08:34:12","guid":{"rendered":"https:\/\/www.marketinet.com\/blog\/how-evaluate-contact-quality-mailchimp\/"},"modified":"2025-04-03T17:43:36","modified_gmt":"2025-04-03T15:43:36","slug":"how-evaluate-contact-quality-mailchimp","status":"publish","type":"post","link":"https:\/\/www.marketinet.com\/en\/blog\/how-evaluate-contact-quality-mailchimp\/","title":{"rendered":"How to Evaluate Contact Quality in MailChimp"},"content":{"rendered":"

I am sure we have all wondered at some point how to assess the quality of contacts in our MailChimp user database<\/strong>, as well as rating our records and then use this data to segment our communications<\/strong>.<\/p>\n

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Today we want to tell you how to evaluate the quality of the contacts in MailChimp<\/strong>.<\/p>\n

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The MailChimp Member Rating<\/strong><\/h2>\n

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The quality of the contacts <\/strong>offered by Mailchimp<\/a> can be seen in each row and with the information on each record represented by yellow stars<\/strong>. The tool evaluates each record on a scale of 1 to 5 stars, with 5 stars indicating the highest quality. This rating system is known as the Member Rating.<\/p>\n

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What Does MailChimp Measure with Member Rating? <\/strong>Specifically, Malchimp establishes the level of commitment and activity (engagement) of a specific record in each audience, based on the email marketing campaigns they have received.<\/strong><\/p>\n

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Important: If we have multiple audiences<\/a> in our account and a user appears in both, their quality score may differ for each audience, as MailChimp considers the activity and commitment of that contact in relation to the communications within each audience<\/strong>. Keep in mind that Mailchimp only counts data from email campaigns, excluding automations and activity from forms, social media campaigns, etc.<\/p>\n

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Rules for Classifying Contact Quality<\/strong><\/h2>\n

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While we see the final classification of records using the 5-star system, MailChimp internally uses a 16-point scale <\/strong>to build this rating. These points correlate with a translated star value.<\/p>\n

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As a contact\u2019s engagement and activity increases<\/strong> (email opens, clicks on links, etc), their score will go up or down<\/strong>, and their star rating can change.<\/p>\n

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MailChimp breaks down engagement based on the frequency of sending our campaigns<\/strong>, i.e., contacts who open monthly emails will get a different score (with more weight) than those who open weekly emails. The system calculates this weighting and translates it into star ratings.<\/p>\n

Rating the quality of Mailchimp contacts using the five-star system<\/strong><\/h2>\n

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The contact unsubscribed<\/strong> and resubscribed or had emails returned or undelivered. This contact may have sent complaints or is associated with bounces.<\/p>\n<\/td>\n<\/tr>\n

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The contact has no interactions <\/strong>and is not yet engaged. It could be a new contact or one who was previously engaged but no longer interacts with our emails. The idea for this contact is to move up the ladder as their engagement increases.<\/p>\n<\/td>\n<\/tr>\n

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The contact has<\/strong> low interaction and commitment<\/strong>: they click on a link in our campaigns, but infrequently, or perhaps they are a recent contact who hasn\u2019t achieved a high score yet.<\/p>\n<\/td>\n<\/tr>\n

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The contact shows moderate interaction and commitment<\/strong>, regularly opening and clicking in our campaigns.<\/p>\n

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The contact demonstrates high interaction and commitment<\/strong>. They consistently open and click on our campaigns, making them the most valuable type of contact for our brand or company.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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IMPORTANT<\/strong>: Before making decisions about contacts with 1 or 2 stars, review their interaction history<\/strong>. Some highly engaged contacts may have experienced bounces in specific campaigns.<\/p>\n

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Now that we understand the meaning of evaluation, let\u2019s determine which users are committed to our brand\/company and which ones are not<\/strong>. The latter group includes contacts with low ratings: those who have unsubscribed from our newsletter, marked our emails as spam, or sent complaints\u2014actions that negatively impact our account and email deliverability rate.<\/p>\n

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However, committed users, starting from the 3-star rating<\/strong>, are very interesting for future segmentations<\/strong>. They actively engage with your campaigns, open your emails, click on links, and are likely to make purchases if your website is an e-commerce platform.<\/p>\n

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\"Ejemplo<\/p>\n

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How to use Mailchimp contact quality in my campaigns?<\/strong><\/h2>\n

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As we have already mentioned, information about contact quality in Mailchimp<\/strong> can be useful for segmenting your audience based on their commitment to your brand or company<\/strong>. You can create additional segments, considering only the quality level, to take specific actions with these users (low, medium, high), by sending them targeted content that aligns with your objectives.<\/p>\n

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Here are some examples of actions you can take:<\/p>\n

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