Audience Report Card

The Audience Health Report Card gives you a fast, practical snapshot of how healthy your audience is right now. It combines engagement, deliverability, growth, risk, and fatigue signals into one report so you can spot issues early and take action before performance slips.

What you’ll learn

How healthy your audience is overall (and what’s changing)
Where engagement is strong or declining
Whether deliverability signals look safe
If growth is trending up or down
Which contacts are most at risk (and what to do about it)
When send frequency may be causing fatigue

At the top of the report card, you can control how you view and share the report. These options help you switch between quick scanning and deeper detail, as well as refresh or print the report when needed.

Groups

Use the Groups selector to choose what you want to analyze:

Entire audience: shows engagement across the full audience.
Specific group: shows engagement for contacts inside one group.

Group availability (important)

Only groups that have been used within the last 30 days will be available for reporting. If a group hasn’t been used recently, it may not appear in the selector until the group is used again.

View mode (Simple / Detailed)

Use this to control how much information you see:

Simple: a streamlined view that highlights the most important numbers and insights
Detailed: adds additional breakdowns and supporting metrics for deeper analysis

Refresh

Refresh pulls the latest available data for the report card. Use this if you recently sent a campaign, imported contacts, or made changes and want the newest results.

Print

Prints the report card so you can share it with teammates or save it for review.

Close

Closes the report card and returns you to the previous screen.

Overview

This report card is designed to answer one question: "Is this audience healthy enough to keep sending… and if not, why?" You’ll see a health score, key metrics, and insights that highlight what Tarvent thinks matters most right now.

Overall health score

The overall health score is a 0–100 indicator that summarizes the audience’s current condition. It’s influenced by engagement, deliverability, growth, risk, and fatigue signals.

Health status

Along with the score, you may see a status label that describes the overall condition (for example: healthy vs needs attention).

Health score change

Some audiences will show a change indicator to reflect how the health score has moved recently (for example: up or down compared to last week).

Insights

Insights are short, action-focused callouts. They highlight what Tarvent thinks deserves attention (or celebration) right now. Not every audience will show insights, and the insights you see can change as your metrics change.

Insight types

Critical: urgent issue that can affect performance or reputation quickly
Warning: important signal that needs attention soon
Info: helpful observation or positive feedback

What insights may appear

Here are examples of insights that may show up in the report card:

Deliverability insights

Sending gap alerts
If it’s been too long since your last campaign, Tarvent may recommend sending soon to protect sender reputation.
Deliverability score decline
If deliverability drops significantly, Tarvent may recommend reviewing list quality or recent sending changes.
Send cadence consistency
If sending becomes irregular or declines, Tarvent may recommend establishing a more consistent schedule.

Re-engagement insights

At-risk re-engagement opportunity
If many previously engaged contacts are starting to slip, Tarvent may suggest a re-engagement campaign.
Dormant reactivation opportunity
If you have a meaningful number of dormant contacts with strong re-engagement potential, Tarvent may suggest a win-back campaign.
Never-engaged warning
If a large portion of your audience has never opened or clicked, Tarvent may recommend welcome series improvements or list hygiene.

Growth insights

Audience shrinking
If you’re losing more contacts than you’re gaining, Tarvent may recommend reviewing unsubscribe reasons and boosting acquisition.
Negative growth trend
If growth is slightly negative, Tarvent may recommend increasing acquisition activities.

Engagement insights

Low engagement
If average engagement is low and only a small portion of contacts are engaged, Tarvent may recommend segmentation and content improvements.
Engagement improving
If engagement is trending up, Tarvent may call it out so you can keep doing what’s working.
Best campaign recognition
If a specific campaign performed especially well, Tarvent may highlight it so you can replicate the winning elements.

Risk and fatigue insights

High churn risk
If many contacts show strong signals they may churn (unsubscribe or disengage), Tarvent may recommend retention actions.
High fatigue detected
If send frequency is high and engagement is declining, Tarvent may recommend reducing frequency and improving targeting/content.
Declining engagement trend
If a significant portion of contacts are trending downward, Tarvent may recommend auditing recent campaign strategy.

Engagement

This section summarizes how engaged the audience is right now and how that engagement is trending.

Average engagement score: average score across mailable contacts (0–100)
Hot / Warm / Cold / Inactive / Pending Score: engagement level distribution
Improving / Stable / Declining: trend distribution

Deliverability

Deliverability indicates whether inbox providers are likely to trust your sending. If deliverability signals are poor, fix that first. Great content doesn’t help if it doesn’t land in the inbox.

Deliverability health score: overall deliverability indicator (0–100)
Deliverability risk level: low/medium/high indicator based on deliverability signals
Days since last campaign: how long it’s been since you last sent a campaign for this audience

Growth

Growth shows whether your audience is expanding or shrinking in recent activity.

New subscribers: contacts added during the period
Unsubscribes: contacts that opted out during the period
Net growth: new subscribers minus unsubscribes
Growth rate: growth relative to active contacts
Acquisition quality: quality indicator for newly acquired subscribers based on early engagement signals

Re-engagement

Re-engagement helps you identify contacts that are slipping and may still be recoverable.

Re-engagement opportunity: contacts worth targeting with a reactivation campaign
High priority re-engagement: the most at-risk contacts with strong recovery potential
Dormant contacts: contacts that have not engaged recently but may respond to a win-back sequence
Never engaged: contacts that have never opened or clicked

Risk indicators

Risk indicators help you spot contacts most likely to churn or unsubscribe.

Churn risk: likelihood a contact will become inactive or churn
Unsubscribe risk: likelihood a contact will opt out soon
High risk counts: how many contacts fall into high-risk thresholds

Fatigue

Fatigue signals when the audience may be oversaturated. Oversending often causes engagement to decline over time.

Average fatigue score: overall fatigue indicator across the audience
Fatigue risk level: low/medium/high indicator
Campaigns sent (30 days): used to help detect oversending patterns
Engagement decay: signal that engagement is slipping across recent sends
Consecutive declines: count of consecutive campaigns with declining engagement

How to use this report

Start with the insights. They’re designed to point to what matters most right now.
If deliverability is risky, fix that first (cadence, list quality, complaint/bounce causes).
If engagement is weak, segment and adjust content relevance and targeting.
If growth is negative, review acquisition sources and unsubscribe drivers.
If fatigue is high, reduce frequency and tighten targeting.
Use Detailed view when you need to diagnose the "why" behind the score.

FAQ

Why don’t I see the same insights every time?

Insights are generated from your current audience signals. When your data changes (new sends, new contacts, engagement shifts), the insights can change too.

Why do some sections show zeros or blanks?

If the audience is new, has limited sending history, or doesn’t yet have enough engagement data, some metrics may be unavailable. As you send campaigns and engagement data builds, the report card fills in.

Does Simple vs Detailed change the score?

No. The view mode changes how much information you see, not the underlying calculations.

When should I use Refresh?

Use Refresh after significant changes like sending a campaign, importing contacts, or cleaning the list, so you can see updated results.