Trigger Delays

Use delays in triggers of a campaign to send messages to a user after a certain amount of time has passed. For example, if a user purchases something from your store, you can specify a delay of two days after the purchase to send them a message that contains recommendations on what they can buy next. Here are the delays that you can use, when you create a campaign:

Standard delays

A standard delay is one that makes a trigger wait for a fixed duration of time. 

When you create or edit a trigger, you can specify how long you want the trigger to wait (in minutes, hours, days or weeks) from the last message (or from the beginning of the journey, if it is the first trigger in the journey) in the When section (see image below). 

The trigger execution logic will wait for the specified period of time and then check the criteria specified in the if these conditions are all met section. (It will send a message using the specified creative only if the conditions are met).last_message_push_trigger.png

Availability

  • Standard delays are available for all types of campaigns except for 'one-time sends' and 'live content'

Event timestamp based delays

A timestamp based delay is one that makes the trigger wait until a specific time. For event timestamp based delays, the time is specified with respect to a timestamp in the triggering event data.

When you create or edit a trigger, you can specify the timestamp attribute and the time offset in minutes, hours, days or weeks (before or after this timestamp) in the When section (see image below). 

The trigger execution logic will wait for the specified time and then check the criteria specified in the if these conditions are all met section.

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Availability

  • Event timestamp based delays are available for event triggered campaigns only
  • In addition, the Blueshift platform must have received at least one event for the system to recognize timestamp attributes in the event

Transaction timestamp based delay

A timestamp based delay is one that makes the trigger wait until a specific time. For transaction timestamp based delays, the time is specified with respect to a timestamp in the transaction data. To learn more about transactions, you can refer to this document.

When you create or edit a trigger, you can specify the timestamp attribute and the time offset in minutes, hours, days or weeks (before or after this timestamp) in the When section (see image below). 

The trigger execution logic will wait for the specified time and then check the criteria specified in the if these conditions are all met section.

transaction_property.pngtransaction_property_triggera_delay.png

Availability

  • Transaction based delays are available for event triggered campaigns only
  • In addition, the triggering event should be linked to a transaction
  • Moreover, the Blueshift platform must have received at least one event that is a part of a transaction for the system to recognize timestamp attributes of the transaction

Engage time optimization

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. Such sessions cannot be used as a full gauge of consumer interest. Marketers need to look deeper at the total amount of time spent by customers and prioritize times of the day where customers are more likely to click through, spend time and are more likely to browse or buy. So the true measure of optimal send time is one where the 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. These capabilities can be accessed through the Send Timing modal:

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Click No optimization, ... under the When section to access the send timing modal. In the Send Timing modal, you can enable Blueshift's Send Time Optimization by selecting Predictive optimization:

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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 instead of Blueshift's computed hour affinities:

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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 the User Affinity tab. Here is a sample screenshot:

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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 6am to 9am. Or, pick 5pm to 8pm for the users who prefer evening hours, in addition to 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 support@blueshift.com with any questions or comments.

Day parting

Dayparting is an advanced Blueshift feature that allows you to choose the times of the day to send your triggered campaigns (in order to avoid undesirable times). This can be set for the user or account timezone. 

In order to set your desired send times, click the advanced settings button advanced_settings.png under each trigger and select the clock icon to see the send timing modal. Here, you can easily define when a campaign should run.

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Click Anytime is eligible to see the Send Timing window.

To select the hours when the messages get delivered, simply click and drag to create your preferred dayparting windows. The check boxes next to the day of the week can be used to mark an entire day as eligible. Likewise, the times at the top of the table can be clicked to mark a time as eligible for all days.

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In this example, all messages will be sent between the hours from 2AM to 10PM for Monday through Friday in the user's timezone.

The dayparting window indicates when the campaign is active. We queue up sends for event triggered campaigns, but not for segment triggered campaigns.

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