Customized Rate Limiting Solution
Company Name: RightWave, Inc.
Company URL: https://www.rightwave.
Your Name: Peeyush Sachdeva
Your Title: Team Lead
Describe your company, the customer experience and business challenge(s) you set out to solve with Adobe Experience Cloud products, and how long your company/organization has been using Adobe Experience Cloud products.
About the Company: RightWave's innovative approach to marketing automation - Marketing Automation as a Service™ (MaaS) - provides B2B companies the ability to have quick and successful adoption of marketing automation without traditional lengthy and complex implementations. It allows marketers to do sophisticated campaigns while RightWave manages all data, quality, and technology aspects.
The customer experience and business challenge(s) you set out to solve with Adobe Experience Cloud products:
Customer were targeting the audience based on the email categories instead of the standard email communication due to which the majority of the records were not getting emails due to the over-communication limit and if increasing the communication limit then records were over-communicating which was resulting in high unsubscribe rate.
And another challenge was we want to suppress the active members of nurture from receiving any other email communication or getting qualified for any other nurture if they're already active members of any engagement program. We have a filter "Member of Engagement Program" that we all use for suppressing these records from getting qualified for any other program but the issue is that all the members will get suppressed whether they're already exhausted, engaged, or exist a pause in any of the nurture programs.
These are the categories as follows:
P0 - Operational (No communication limit)
P1 - If anyone received any email in the past 24 hours block them from receiving any P1 and P2 emails in the next 24 hours.
P2 - If anyone received any email in the past 72 hours block them from receiving any P1 and P2 emails in the next 72 hours.
Active Members (Nurture) - Adding all the active nurture members to the static list. (Those status in any of the engagement programs is "Member")
Describe how you have integrated and used multiple Adobe Experience Cloud products to solve these challenges to improve and personalize the customer experience/journey. Please provide information that will be helpful in understanding your integration (e.g. architecture diagram, step by step process integration flow, etc.).
For P1: We have created a centralized campaign to add the records into the static list "P1" if any P1 email delivers within 24 hours with the specific naming convention and then waiting for the 24 hours from removing the records from that particular static list.
Smart List Criteria:
Flow:
Similarly for P2, we are adding the records into the static list if any P2 email delivers within the past 72 hours and then removing them from the same list after 72 hours.
For Centralized Suppression of active nurture members:
1. Added "Pause" and "Exhausted"
2. Seconding, we need to update all the engagement programs to update the status to Pause, Exhausted or Success on the desired activity so that we can only target these records in our centralized campaign. Such as:
If the record qualifies for the Pause campaign then in the flow of the campaign we need to change the status to "Pause"
In the same way, if the record got exhausted from the respective stream, we will change the status to "Exhausted".
3. Created a trigger campaign to add the records to the static list if they are added to any engagement program.
4. Setup a recurring campaign that will run every day at midnight to remove the records from the static list if they're a member of that static list and their Program status is not a member in any of the engagement programs.
After that, we created the segmentation with the name "Rate Limiting" where are using these static lists for the P1, P2 and Active Members (Nurture) segments. Added this segmentation in our email program templates along with the emailibility segmentation which says Rate Limiting Segmentation equals to Default.
Based on your successful use and integration of multiple Adobe Experience Cloud products, describe how it has transformed the customer experience/journey, and the value, business impact, and results your company/organization has realized. Please cite both qualitative and quantitative results as applicable.
For P1 and P2, records are now receiving emails based on custom email communication and categories of the email. Also, we are scheduling another email to send the email to the records that were suppressed due to rate-limiting communication after 24 hours or 72 hours and for nurtures, now, the active members of the nurture program are only receiving the nurture journey emails until they got exhausted/unsubscribe from the same. Earlier, they were receiving emails from multiple email nurtures and regular email campaigns at the same time.
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