The Contact Engagement Score is a metric that helps your practice track, prioritize, and engage with leads and patients based on their level of interaction. By assigning points to actions like email opens, form submissions, and purchases, you can focus on high-score contacts who are ready to convert while nurturing low-score contacts to improve engagement.
This article explains what the Contact Engagement Score is, how it's calculated, where to view it, and how to set up and manage your scoring rules in Aesthetix CRM.
The Contact Engagement Score is a numerical value that tracks how actively a contact interacts with your business. It's used to measure how effectively a contact or lead engages with your organization, helping you assess their level of interest, involvement, and responsiveness. This makes it easier to prioritize communication, lead nurturing, and sales prospecting.
Each interaction impacts the score based on predefined rules. Positive actions like link clicks or payments increase the score, while negative actions like email bounces or unsubscribes reduce it. This ensures the score always reflects a contact's true engagement level.
To calculate the score, the system tracks various interactions between the contact and your organization, such as email opens, calendar appointments, form submissions, purchases, and more. Each interaction type can be weighted differently based on its significance. By assigning points to these actions, you can prioritize high-value contacts while identifying those who need more nurturing.
You can access engagement scores in different areas of Aesthetix CRM to quickly gauge a contact's level of interaction. Below are the primary locations where these scores can be found.
Inside an individual contact's profile in the Contacts section, scroll down to find the Contact Engagement Score dropdown among the other contact details.
In the Inbox, you can see the engagement score of the contact you are actively communicating with. The score can be viewed and edited from the Contact Engagement Score dropdown on the right-hand side.
You can also sort and filter by engagement score in the Inbox:
Score Display: Scores are visibly associated with each contact, giving you an at-a-glance view so you can quickly identify and focus on contacts with the highest scores.
Sort Contacts: Sort contacts by their scores to quickly surface high-priority contacts as well as those who need more nurturing.
Filtering Options: Filter contacts by score ranges to segment and target contacts with similar engagement levels.
When you set up a new engagement score rule in Manage Scoring, you choose an action type that determines when the rule is triggered. Below is a breakdown of the available action types and how each can be used to track engagement effectively.
Email Events: When a contact interacts with an email, such as opening it or clicking a link, their engagement score can increase. This makes it easy to track who is actively engaging with your emails and who might be interested in your offers.
Contact Changed: If a contact's details change, such as when a custom field is updated, their engagement score can be adjusted accordingly. This helps you track engagement based on profile updates, like when a lead moves from "New" to "Qualified."
Contact Tag: Adding or removing a contact tag can also impact the engagement score. For example, if a contact is tagged as a "VIP," they might receive additional points, allowing you to prioritize engaged and high-value patients.
Payment Received: Whenever a payment is received, engagement points can be added to reflect a higher level of interaction. This makes it easy to differentiate between leads who are just browsing and those who have made a purchase.
Contact Replied: If a contact replies to a message, whether it's an email, SMS, or chat, their engagement score can increase. This helps you identify which contacts are actively responding and are more likely to convert.
Form Submitted: Submitting a form, such as a lead generation or contact request form, can add points to a contact's engagement score, helping you track which leads are showing strong interest and may need follow-up.
Order Form Submission: When a contact submits an order form, it's a sign they are interested in making a purchase, so adding engagement points can help you identify sales-ready leads.
Order Placed: If a contact places an order, their engagement score can increase, making it easy to track customers who have gone beyond interest and taken action by purchasing a product or service.
Survey Submitted: Submitting a survey can also signal engagement, so awarding points when a contact provides feedback helps you recognize those who are actively participating and providing valuable insights.
Trigger Link Clicked: Clicking a trigger link, such as a promotional or special-offer link, shows interest in specific content. Adding points helps you track contacts who engage with key calls to action.
Appointment Booked: When a contact books an appointment, such as scheduling a consultation, it's a strong sign of intent. Increasing their engagement score helps you prioritize follow-ups with contacts who are ready to take the next step.
Appointment Status Changed: Appointment status changes, such as confirmations or cancellations, can also affect engagement scores. This helps you track which contacts follow through on scheduled appointments and which ones might need a reminder or re-engagement.
Score rules define how points are assigned based on contact interactions, helping you measure engagement effectively. In this section, you'll learn how to create, customize, and manage your score rules. Keeping these rules updated ensures that engagement tracking stays accurate and useful.
Step 1: Access the Manage Scoring menu
To get started, go to Settings > Manage Scoring. This is where you'll find all of your existing scoring rules and where you can create new ones. You can also edit the name and description of your score profile here to ensure it aligns with your specific business needs and objectives.
Step 2: Use the Draft vs. Publish toggle
By default, the score profile stays in Draft mode. Draft mode lets you make changes to your engagement scoring rules without affecting live data, which is useful when setting up new rules or making adjustments before applying them to contacts. Once you're ready, switching to Publish mode makes the scoring system active for all contacts and updates engagement tracking in real time.
Step 3: Add a new rule
Click the + Add New Rule button to create a custom engagement rule based on a specific action. This lets you tailor engagement scoring to fit your needs by defining which interactions contribute to or reduce a contact's score. Using the score builder, you have full control to add or subtract points based on engagement, behavior, or any other relevant criteria.
Step 4: Review and manage your rules in the Scoring Rules table
The Scoring Rules table displays all of your existing engagement score rules, helping you track and modify your engagement tracking setup.
Action Column: Lists the conditions that trigger score adjustments, such as "if an email is opened" or "if a contact books an appointment."
Calculation Column: Shows how many points are added or subtracted based on the selected action.
Three-Dot Menu (⋮) for Each Rule: Each rule includes a three-dot menu that lets you edit or delete the rule, so you can refine your scoring criteria as your engagement strategy evolves.
Step 5: Save your changes
Whenever you add a new rule or edit an existing one, save your changes to the score profile so they take effect.
Engagement scores integrate directly with automations. In the Workflows collection, you'll find a trigger and an action that read and modify the Contact Engagement Score:
Contact Engagement Score trigger: Launches a workflow when a contact's score crosses a threshold (for example, greater than 20). Use this to trigger sales outreach, email sequences, or nurture campaigns. You can run multiple workflows based on different score levels to automate lead qualification and engagement strategies.
Modify Engagement Score action: Adds or subtracts points from a contact's score as part of a workflow, which is useful for building custom scoring logic that goes beyond the rules in Manage Scoring (such as score decay for inactive contacts).
Can I apply different engagement score rules to different contact segments or lists?
Yes, but not directly within the Manage Scoring section. Engagement scoring applies to all contacts globally. However, you can create smart lists or use tags and custom fields to segment contacts, then apply engagement-based workflows that trigger different actions based on specific criteria.
Does the engagement score automatically decrease over time if a contact stops interacting?
No, the engagement score does not include an automatic score-decay feature. If you want scores to decrease for inactive contacts, set up an automation workflow using timed triggers that subtract points when a contact hasn't interacted within a certain period (for example, no email opens or replies in 60 days).
Can I assign different weightings to the same action based on different conditions?
Currently, the Manage Scoring section does not support condition-based weightings for the same action. However, you can create multiple rules for similar actions with different triggers. For example, you can assign +5 points for clicking a regular email link but +10 points for clicking a high-priority promotional link using different trigger conditions.
How does the engagement score affect automated workflows, and can I trigger multiple workflows based on score changes?
Yes. Engagement scores can be used as workflow triggers in the Workflows section. You can create workflows that launch when a contact's score crosses a threshold (for example, greater than 20) to trigger sales outreach, email sequences, or nurture campaigns. Multiple workflows can be triggered based on different score levels to automate lead qualification and engagement strategies.
Can I track historical engagement score changes to see how a contact's engagement evolves over time?
Currently, there is no built-in historical log for engagement score changes. However, you can work around this by logging engagement score changes in a custom field or by using an automation workflow to store score snapshots at regular intervals. This allows you to track engagement trends and analyze how a contact's interaction level changes over time.
