In the world of online communication, people are often swamped by the number of messages they receive through different channels (e.g.: email, SMS, printed documents, call centers etc) they no longer read them, missing out on valuable information that could benefit them. Too much information is just as bad as no information.
Cadence Management offers the ability to manage message load upon your audience over a given time ("market pressure"), helping to avoid consumer fatigue and prevent audience unsubscribes, keeping the audience informed and engaged on a regular basis without message overload.
Important note: Cadence Management only works with bulk messages, not with instant messages. Cadence Management has no way of knowing when an instant message will be sent out. Instant messages are typically sent after an interaction of the contact (a click for example).
This implies that transactional journeys cannot be included in Cadence Management plans either.
Journeys added to a Cadence Plan are analyzed to determine which messages have priority over others, applying the plan's rules. These rules govern each individual channel or all channels and defines how many communications are permitted within a given time frame.
Note: The following channels are supported by Cadence Management: Email, SMS, Mobile Messages, Custom Channels of type Print, Export, Callcenter and Onsite Intervention.
Example: Only allow promotional SMS messages once per month but promotional email messages every week.
A Cadence Plan may control several journeys, but a journey can only appear in one Cadence Plan. Not all journeys need to be added to Cadence Plans. For example, newsletters that need to be sent out every week should not be included in any Cadence plan that limits its send.
When deciding the rule set for a Cadence Plan, consider:
- Campaign Type: Messages that contain a one-time proposal should not be included in a plan featuring promotional messages. Similarly, Recurring journeys such as Birthday journeys should not be added either.
- Communication Limits: The maximum number of times to communicate with consumers and the time period.
- Channel Limits: Should these limits be applied to one specific channel or over all channels?
- Campaign Priority: If several campaigns are running, should one take priority over others?
