How do you determine contact-activity ratings?

Activity ratings give you a quick visual measure of engagement levels of your subscribers. Our contact ratings take into account things like open and click activity for each subscriber, forwards, reactions to online forms, past bounces and unsubscribes. We recalculate these scores every week, and they are raised or lowered depending on your contact's recent activity.

Here's an overview of what the star ratings mean:

What are you supposed to do with this information, anyway? Activity ratings are great for segmenting your list based on engagement levels. You can send a special campaign to your most loyal subscribers, or even send a 'Winback' campaign to your least engaged subscribers.