An email personalization score measures how much the sent email differed from the original email message from which it was crafted. This score takes the following into account when analyzing an email: 

• The words in the original template
• Number of words inserted or added to the template
• Number of words deleted
• Number of substitutions made to existing words. 

These conditions are calculated into a percentage to give you your email personalization score. By using the email personalization score and its associated metrics, you can discover how often personalization is used and what amount of personalization really gets you the best reply rate.

Using the email personalization score, Salesloft designed the Email Personalization panel to highlight email reply rates based on the average personalization of the sent email based on your Analytics Filters.

What's Included in the Email Personalization Score?

The email personalization score measures how much a sent email deviates from its original template. This score considers the words in the original template, the number of words inserted or added, words deleted, and substitutions made to existing words. These conditions are calculated into a percentage to give you your email personalization score.

While the core concept is straightforward, let's break down the specifics of what does and doesn't count towards your email personalization score:

Included

• All textual changes in the email body: Any new words typed or existing words modified within the main content of the email.
• Snippets: The insertion of pre-saved text snippets that are unique to the particular email being sent.
• Changes in salutations: For example, if your template has "Hello John" and you change it to "Hi John" in the sent email, this will contribute to the personalization score.

Excluded:

• Filling out dynamic tags: Dynamic tags (e.g., {{first_name}}) are populated before the email is analyzed for personalization. Therefore, the information that automatically fills these tags is considered part of the original email body and does not count as personalization.
• Signatures and email threads: Content within your email signature or any previously sent email threads (in replies) is not considered for personalization.
• Punctuation: Changes or additions of punctuation (e.g., exclamation points, commas) are disregarded when computing personalization.
• Postscript text (P.S.): Text added as a postscript (P.S.) is not included in the personalization score calculation, as the score is designed to strictly view the body of the email.
• Images and videos: The inclusion of images or videos does not contribute to the personalization score.

By using the email personalization score and its associated metrics, you can discover how often personalization is used and what amount of personalization really gets you the best reply rate.

Additional Resources

• Salesloft Analytics
• Email Analytics
• Salesloft Metrics Glossary
• (Best Practice) Understanding the Email Personalization Panel Results