Optimizing Email Campaigns with Engagement Scoring and Automation Action Plan

This video is a detailed walkthrough of optimizing an email marketing campaign using ActiveCampaign and integrating engagement scoring. The speaker discusses strategies to reduce unsubscribes, improve open rates through transactional emails, split testing subject lines, and creating engagement-based segmentation to send fewer emails to less engaged contacts. Additionally, the video covers technical aspects of setting up custom fields, automations for scoring email opens and clicks, and leveraging API/webhook events from a learning platform to track user engagement for personalized follow-ups.