Blueshift’s advanced capability, Engage Time Optimization, enables marketers to optimize their campaigns by sending messages when their customers are more likely to engage with their brand. In today’s always-connected world, it is no longer sufficient to assume that historical open/click data is the best way to optimize send times. Always on connectivity and easy access to apps and sites on mobile devices in particular leads to many short lived sessions and such sessions cannot be used as a full gauge of consumer interest. Marketers need to look deeper at total amount of time spent by customers and prioritize times of the day where customers are more likely to click through and spend time and are more likely to browse or buy. So the true measure of optimal send time is one where customer is likely to give you their full attention.
At Blueshift we look at the sum total of time spent by each customer and rank each hour in the day based on time spent and how deep in the purchase funnel they got to.
You can use these computed scores to optimize the send time of your messaging.
Click "No optimization, ..." within the "When" subsection to access the send timing modal.
Within the send timing modal, you can enable Blueshift's Send Time Optimization by selecting "Predictive optimization":
The send timing modal provides all of the controls where you can programmatically change the message's send time.
When enabled, we will use our computed scores to send the message at the precise time in which the user is most likely to engage with your content. However, if your message is time-sensitive, you can set a limit on the amount of time the message will be queued.
Note that an upper limit is required. However, without dayparting windows a limit of 24 hours will guarantee that the user will be messaged at their optimum hour.
If this trigger has defined dayparting windows, those windows will take precedence over send time optimization. For example, if a user's optimum send time is at 11:00AM and dayparting windows only allow messages from 3:00PM to 5:00PM, we will send the message between 3:00PM and 5:00PM.
The dayparting window and send time optimization limit are always guaranteed to be applied. If you specify that the user should be messaged between 3:00PM and 6:00PM, the user will be messaged within that time. If you specified that the send time optimization limit is 1 hour, the user will be messaged within 1 hour of eligibility.
Send time optimization is applied only if the previous two checks are true, so there are cases where it will not be applied.
Blueshift also supports using custom hour affinities to be used in lieu of Blueshift's computed hour affinities:
This behaves exactly the same as predictive optimization, except you are responsible for computing the scores.
Simply calculate an hour affinity for each individual user, and update those users with a field. If the custom field is missing or malformed, send time optimization will simply be a no-opt and the message will continue.
As a marketer you can access “hour affinity” for each user through the segments panel under “User Affinity” tab. Here is a sample screenshot
You can use these “hour affinities” like any other attribute in the segment creation and tailor campaign send times to each specific audience. For example you can create segments of users who prefer “morning” hours by picking 6 to 9 or those who prefer “evening” hours by picking 5 to 8 or any other combination. The campaign scheduling is still in the hands of the marketer allowing full control over the send times. We encourage marketers to experiment with different messaging based on different hours of the day and A/B test their campaigns to achieve optimal results. Do not hesitate to contact firstname.lastname@example.org with any questions or comments.