Manage fatigue using typology rules

Transcript

I will discuss fatigue management and methods to implement it, which will leverage a typology rule. Typology rules allow marketers to standardize business practices across all deliveries more efficiently, to control campaign messaging to customers. They do this by eliminating the need to apply exclusions or commonly used rules to each individual campaign. Recipients that match criteria within a typology rule will be excluded from delivery during the analysis phase. That is not to be confused with a typology which is a collection of typology rules. Usually typology rules are grouped together within a typology in order to easily apply multiple filtering rules to a delivery at once. This eliminates extra steps when creating different campaigns and workflows, all while ensuring that you’re consistently targeting the right population at the right time.

Fatigue management controls frequency and quantity of messaging to avoid over solicitation of recipients and is often applied using a typology rule.

To create a pressure type typology rule leveraging the campaign optimization module, navigate to administration, campaign management, typology management, and typology rules. Select create new, then go to the general tab and update the label and internal name.

Select the rule type to pressure. Then select the channel you wish the rule to be applied on.

For example, email or all channels.

Then go to the pressure tab and make sure the targeting dimension is set to recipients.

You now need to set the maximum number of deliveries or threshold per given period. You can also group the period considered by calendar week or month.

The difference here is that a sliding period of seven days, will consider the last seven days, regardless of when the counting began, whereas setting the period to the last calendar week will control messaging between Monday and Sunday, for example.

I’ll be demonstrating a fatigue rule with a constant threshold of two deliveries over a sliding period of seven days, which means the recipient will receive no more than two deliveries per seven day period. To configure this, set the sliding period to seven days and within the maximum number of messages block, set the threshold type to constant and quantity two.

Then go to the typologies tab and select the add button.

The list of typologies will populate. Select the typology you wish to add the pressure rule to.

If you select the default typology, the pressure rule will be applied during delivery analysis along with all other default typology rules.

Save the pressure rule and navigate to typologies within the typology management folder.

If you want to add the pressure rule to the default typology double-click on the default typology, click on the add button and browse through the list of typology rules until you select the pressure rule and save the default typology.

For a pressure type rule to be applied to email deliveries, you’ll need to set a contact date in the workflow delivery.

The default delivery template includes the default typology rule set that can be manually updated if you need another set of typologies to be applied.

Add an email delivery template to your workflow and select the email template to configure. Once in the delivery template, click on properties, navigate to the typology tab to view or update the typology that will be applied to the delivery. Make sure to add a contact date to the delivery so the typology rule will be applied. You can do so by opening scheduling within the delivery activity and ensuring that one of the two options for scheduled delivery is selected.

In order to test this typology for fatigue management make sure you have sent a delivery enough times to trigger the fatigue typology for at least one recipient.

Check the delivery audit to see typologies applied during analysis phase by going to the campaign’s dashboard, then click open to view the most recent delivery.

From there click the audit tab on the left-hand side and review the causes of exclusions tab. Here you should see how many messages were excluded due to your typology. -