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 for practical advice.

Updated on: 28/10/2024