The Modify Contact Engagement Score action enables you to adjust a contact's engagement score based on their interactions and behaviors. This score is typically derived from factors such as email opens, clicks, website visits, and engagement with marketing materials. Add the relevant triggers that best suit your needs.

Now, let's add the action to our workflow.

Action Name 

Update the name of the action to accurately reflect its intended purpose.

Adjustment 

When modifying the engagement score, you can choose to either increase or decrease the score based on the contact's level of interaction. Increasing the score reflects strong engagement, such as frequent email opens, clicks, or website visits, indicating a higher likelihood of conversion. Conversely, decreasing the score is appropriate for contacts with minimal interaction or declining engagement, signaling a lower probability of conversion. 

Points

Enter the amount by which the score should be adjusted. Factors that have a direct impact on conversion likelihood should result in a more significant score change, while less influential factors should lead to a more moderate adjustment. This customization allows for more effective lead prioritization and enables the tailoring of follow-up strategies based on real-time engagement data.

By modifying the engagement score, you can better identify high-potential leads and prioritize follow-up efforts to optimize conversion rates.