What is it?
The Engagement Optimization feature replaces the current graymail tool ("don't send to unengaged") with machine learning-powered, flexible recipient targeting that lets you balance reach with results. See real-time open rate prediction and how your targeting choices impact engagement while delivering emails that actually reach interested subscribers.
Why does it matter?
Email deliverability and email engagement is important, but it can be challenging to confidently identify and manage which unengaged contacts should be excluded from your outbound marketing messages. With AI-powered targeting, you can now make informed decisions about which contacts to include based on their predicted likelihood to engage.
How does it work?
Instead of the current graymail tool's rigid approach:
- Hard cutoffs (11 or 16 email sends since last engagement), without nuance to the type of email or other signals of engagement with the Brand
- Simple on/off toggle with no flexibility
The new Engagement Optimization tool provides:
- A spectrum of engagement - rather than on/off (so based on your email goals)
- A more comprehensive view of contact behavior and context
- Real-time open rate prediction showing the impact of your targeting choices
Our model processes a variety of signals from past activity and profile details (e.g. contact create date, last email sent date, successful deliveries, etc.), adjusting them into patterns it can understand. By blending these signals together, it avoids over-weighting any single value (e.g. "sends since last engagement") and instead creates a holistic view of engagement likelihood. You can then choose to narrow your list using this insight.
Beta callouts
- Turn on bot filtering
- Turn off 'don't send to unengaged'
- Applies to batch marketing email sends (automated not supported at this time)
Who gets it?
Marketing Enterprise, Marketing+ Enterprise
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