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# Engagement rate benchmarks for external gamification campaigns

### What does engagement rate mean?

Engagement rate in this context is the percentage of users who actively participate in a campaign’s activities, such as completing experiences, earning points, or rewards.

### Industry References

For external gamification campaigns targeting customers, clients, and prospects, the average engagement rates can vary enormously. However, here's a summary of key findings from our own experience and research:

**Good engagement rate:** A good engagement rate for external gamification campaigns typically ranges from 15% to 30%. This means that if 15% of your target audience actively participates, the campaign can be considered successful. 
**Excellent engagement rate:** An excellent engagement rate is between 30% and 50%. Achieving this sort of engagement rate indicates a highly effective campaign with significant user involvement. 

### Factors that influence engagement

Several elements can influence these engagement rates, including:

* **Campaign design:** The visual appeal and intuitivity of the experience.
* **Communication:** How the campaign is promoted and communicated within the audience.
* **Rewards:** Rewards and recognition offered for participation.

|| Effectively promoting your external gamification campaigns is key to maximising engagement rates. [Check out our promotion guide](https://drimify.com/en/resources/promote-marketing-game/) for practical advice.