Salesforce Marketing Cloud - Einstein Engagement Frequency Split
With the October release, there are also some new features in the Einstein area of Marketing Cloud, which we would like to present to you in the coming weeks. Let's start today with the Einstein Engagement Frequency Split.
Until now, Einstein Engagement Frequency (EEF) was used to calculate a general optimal sending frequency for the entirety of contacts in our own database. Depending on whether contacts were above or below this threshold, they were assigned to one of two data extensions (oversaturated and undersaturated subscribers), which could then be manually excluded from further shipments (oversaturated) or played with additional communication (undersaturated).
A new version of the EDF module has now gone live, which calculates the ideal sending frequency for each individual contact in real time. With the Einstein Engagement Frequency Split, this individual optimal frequency is now also available for segmentation directly in Journey Builder. Like other split activities, this divides a journey into several paths. Up to four paths are possible:
- 1. On Target: This segment includes all contacts whose commitment suggests an optimal sending frequency. You're already getting exactly the right communication at the right frequency.
- 2. Saturated: These are contacts who have already received more messages than would be optimal.
- 3. Almost Saturated: Contacts in this segment will soon reach the saturation limit. The time at which a contact falls into this segment can be set manually: either 1, 3 or 5 emails before the saturation limit is reached.
- 4. Undersaturated: Contacts that have so far received less than the calculated optimum communication flow into this path.
The following points must be considered when using the frequency split:
- The frequency split only segments contacts within a journey. Automated business unit-wide frequency capping is therefore not possible. If you want to set up consistent frequency management, you must therefore consistently incorporate the split into all journeys.
- Anyone who has used the previous EEF module must first activate the new version. In doing so, the old ones will also Oversaturated— and Undersatured-Data extensions deleted.
Our conclusion:
We are somewhat ambivalent about the new EEF split. The feature finally provides an individual, split-based option for frequency capping within journeys. Outside of Journey Builder, however, once the new EEF is activated, it is no longer possible to use individual, Einstein-based frequency control.
Anyone who is currently still working with the original version of Einstein Engagament Frequency should carefully consider whether the possibilities of the new split cover all scenarios that have already been implemented.
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