Use Einstein Engagement Frequency (EEF) in a Send Email activity in a bulk or batch send to maximize engagement rates and reduce unsubscribes. A segment is based on saturation levels to avoid sending contacts too few messages or too many. EEF automatically segments your contacts at send time based on their individual saturation levels.
You choose the most meaningful segments for your activities. Choosing all segments prevents EEF from providing effective results. The segment types are saturated, on target, undersaturated, and almost saturated. Almost-saturated subscribers are three messages away from being saturated.
- Engagement frequency metrics are derived from the past 28 days’ of data.
- Only commercial emails are analyzed. Transactional and test sends aren’t included.
- The audience in your business unit must receive at least five variants of your email messaging over a 28-day period. A variant is defined as an email sending pattern, sending email to subscribers in at least five different intervals.
Example You’re ready to send a promotion inviting customers to browse new seasonal merchandise.
You select all saturation levels, except saturated. When you send a bulk email, EEF excludes all
saturated contacts so that the right customers receive the email. This exclusion helps prevent
the saturated contacts from getting message fatigue and unsubscribing.
Example You have daily promotions for limited time offers. To maximize engagement, you decide to
send emails twice daily. You schedule an email to be sent in the morning to undersaturated,
on-target, and almost-saturated contacts. You send a second email in the evening only to
undersaturated contacts because they’ve received less that their optimal number of
messages.
1 Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of
Jerusalem. Represented exclusively by Greenlight.