Send Time Optimization

Overview

Send Time Optimization (STO) allows you to derive the best time to contact each recipient within the Campaign's audience. The platform will then deploy messages to each recipient based on their preferred time of day. One of the STO options available in Engage+ is to use Machine Learning (ML) data models to derive the best time to contact a recipient, based on their activity history.

The Machine Learning screen is used to configure the ML Recipient table. This dedicated system table is designed for STO integration with Marigold ML.

This ML Recipient table is limited by the following restrictions:

The ML Recipient table isn't accessible from the main Tables screen; instead you must use the Machine Learning screen to manage this table.
The ML Recipient table can't be used in Filters, Exports, or Campaigns as a source table.

The following fields are defined in the ML Recipient table by default:

STO Hour
STO AM
STO PM
STO Preference Known
ML Control Group

The Preference Known and Control Group fields are used by the platform to report on the effectiveness of the STO feature. The Preference Known field is used to indicate if a recipient's open / click activity was historically captured by the system, meaning their preferred time is known. The Control Group field indicates if the recipient is marked as belonging to a control group, where their preferred time will be null (the platform will revert to using the Send Schedule defined for the Campaign).

Access

The Machine Learning screen is accessible by the following method:

From the Main menu, select Data > Management > Send Time Optimization

Features

Create a Field

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The STO Machine Learning screen lists the display name, internal name, and data type of all the fields in your ML Recipient table. To add a new field:

Click add row. The platform adds a new blank row.
Enter the field's display name.
The internal name is automatically populated based on the display name. Optionally edit the internal name.
Select a data type: Date / Time or Integer.
Check use in messaging.
Click add row to list.

Note: You can't delete a field from the ML Recipient table.