The "Email send-Out optimization" feature in Engage allows marketers to optimize the frequency and relevance of emails. This tactic is integrated within the targeting tool and lowers the rate of sendouts by segmenting contacts based on their exposure levels, supporting data-driven decisions to enhance engagement while reducing unsubscribe rates.

Why we built it

It can be hard to find the right balance between staying top-of-mind and overwhelming contacts with too many emails. Over-communication increases the risk of fatigue, lower engagement, and ultimately, higher opt-out rates. This feature empowers users to tailor messaging strategies through intelligent segmentation, ensuring that contacts are neither under- nor overexposed.

Interfaces needed

This feature is native to Voyado Engage and accessed via the Targeting Tool. No external interfaces, APIs, or FTP integrations are required.

Overview of segments

1. Low short-term exposure: Customers who have received a low number of emails in the last 14 days
2. High short-term exposure: Customers who have received a high number of emails in the last 14 days 
3. Low long-term exposure: Customers who have received a low number of emails over the last 300 days
4. High long-term exposure: Customers who have received a high number of emails over the last 300 days  

Note that the threshold for low- and high exposure is dynamic and will shift over time. Low means those who are part of the 25% of customers who have received the lowest amount of emails. High means customers who have received more emails than 75% of the population.  

Step-by-step user guide

1. Access the Targeting Tool in Voyado Engage and select the Communication tab.
2. Choose the Email Optimization tactic under available targeting tactics.
3. Select a segmentation group based on recent and long-term communication levels.
4. Exclude contacts with high long-term exposure to prevent email fatigue.
5. Click Calculate to estimate the size of your audience based on the chosen criteria.
6. Use the Show contacts button to preview sample contacts in the segment.
7. Once satisfied, click Save to store the segment as a target audience.
8. Apply the tactic in your upcoming campaigns to fine-tune frequency and targeting.

Use cases

A fashion retailer reduces unsubscribes by excluding users already receiving high volumes of emails from additional campaign sends.

A loyalty program targets customers with low recent exposure for re-engagement without overwhelming high-frequency recipients.

A marketing team optimizes a welcome series by dynamically adjusting email volume based on exposure history.

Article last reviewed 13 August 2025 12:51