Marketing pressure refers to the quantity and intensity of marketing and communication efforts a company uses to achieve its business objectives. For marketers, it is essential to control the frequency of marketing communications to avoid overwhelming recipients with repetitive messages. Excessive frequency can lead to contact fatigue and a loss of interest, while insufficient frequency can make it difficult to maintain customer relationships.
The Frequency Optimizer module offers an automated solution for controlling the number of communications contacts receive over a given period. Using this module, it's possible to define specific sales pressure levels for each contact group based on their interests and behavior.
Step 1: Configure the Rules
Communication types
In this rule, you add the communication types for which you want to control the load. Each communication type has a weight. The higher the weight, the faster a contact's capacity will be reached. For example, for a communication type with a weight of 1, each message will use 1 unit of capacity for the contacts assigned to that capacity.
It is therefore advisable to send the most relevant communications first and not include a type of communication whose purpose is to convey important information. Communication types not listed here have a weight of 0, meaning they have no limit.
Capacities
Capacity limits are used to set sending limits for your different audiences within a given period. Capacity can be defined for different periods (1, 2, or 7 days). Once the capacity is reached for a given period, the contact will no longer receive any messages for the configured communication types until the end of that period.
For example, you could specify a maximum capacity of 2 messages in 2 days OR 3 messages in 7 days. When a contact (assigned to this capacity) receives a message of a type with a weight of 1, the capacity will be reached in 2 messages over a 2-day period. On day 3, the contact will again be able to receive a message with a weight that respects their capacity.
Assignations
To make contacts subject to a capacity, you must assign that capacity to those contacts. You can use either a criterion (a profile field or an opt-in field) or a persona.
Example For the General Communications type, a contact can receive a maximum of 1 message over a period of 2 days. For the Newsletter type, a contact can receive a maximum of 2 messages over a period of 2 days or 3 over a period of 7 days.
Over a 7-day period, a contact could receive one General Communications message and one Newsletter message. The limit of 3 will then be reached until the end of the 7-day period. |
Step 2: Publish the Rules
Once your rules are configured, click Publish in the top right corner. The calculation of contacts included in an assignment will then be performed. Afterward, there will be no recalculation unless you click Update or select the Activate automatic rule reevaluation option (click the three dots in the top right corner) for a calculation every 7 days.
Results
When you approve a mailing, on the details page, click Results to see the contacts who are excluded from the mailing because they have reached their capacity:
Then, you will see the number of contacts excluded from the batch because they have reached their capacity: