After a prediction, two graphs are available. One is the Pie Chart and the other is the Density Chart.
Today we would like to show you how to work with the Density Chart and how to make your campaigns even more effective.
Please always note the scale on the left side of the chart. If you move the mouse over the peaks, you will see the exact number of records that have a certain Thalox Engagement Score (TES).
Let’s go to the first example. Here we see quite clearly that we have a more or less equal distribution of the number of contacts that have a TES greater than 10%. However, we have a very large potential in the range below 10%. Here there are about 20,000 contacts that have a low TES. These need to be reactivated in a special campaign. What could be done with these contacts from a marketing perspective?
Our recommendation in this case is:
– Conduct a survey to find out whether the contacts are still interested in your products and services.
– Conduct an A/B test in the high engagement segment and send the “winner” to this specific target group.
Make sure that in order to run specific campaigns for specific scores, you have to create a new property in HubSpot so you can use it as a criteria for building your audience. Download the TES and upload it to HubSpot to reach the right audience.
We explain how to do this here.
In the second example, we can see quite clearly that there is very little contacts in the high engagement segment (TES ° 75%). But there are a lot of peaks in the other segments.
Here, too, we recommend uploading the TES to HubSpot for dedicated campaigns.
Depending on the business model, it may be advisable to send a special webinar or a customer success story.
In the last example, it is obvious that the client has many high engagement customers and an equally large number of low engagement contact. Without knowing the database in detail, there is a probability that there are contacts in the database who do not seem to be interested in the products and services.
Match the High engagement peak with other criteria to qualify them as SQL (Sales Qualified Leads) and send them to sales to review and contact.
Run a reactivation campaign in the Inactive peak (see above), and the ones who do not reach to it mark them as non-marketing contacts to save money in HubSpot.