What is SmartSend?
SmartSend uses contact engagement data to temporarily suspend emails from being sent to contacts that aren't opening or reading your emails. When a contact is marked as disengaged, SmartSend will temporarily halt any subsequent sends to that contact (i.e: not send any more emails to them, even if they match campaign audiences).
After the suspension period, the contact will receive the next campaign they are allocated to, and depending on their response, SmartSend will update accordingly:
- If the contact opens the email, they will no longer be marked as disengaged and will continue to receive future emails as scheduled;
- If the contact does not open the email, SmartSend will suspend them again.
This can help develop better relationships with disengaged contacts (by not "over communicating" with them), and may prevent them from unsubscribing whilst they are not actively looking to transact.
It will also result in higher open and interaction rates, given that you are only sending to contacts that are actively engaging with your campaigns. *
* In turn, this will also mean that you are sending to fewer contacts than you will see in your Choose recipients total within your campaign settings.
Enabling SmartSend will also improve your email deliverability score, making it much less likely that your emails will end up in your contact's spam or junk mail folders.
How is SmartSend enabled or disabled?
SmartSend is optional for most users*, and can be enabled or disabled by contacting the ActivePipe Support team.
* SmartSend will be mandated for some users with a poor open rate (e.g: less than 10%). This is to protect their sending reputation.
Some brands may also have SmartSend enabled or disabled at brand level.
Check with your corporate admin or ActivePipe support to see if this applies to you.
How do I know if SmartSend is enabled in my account?
If SmartSend is enabled in your account you will see an alert within your campaign Choose recipients module (1).
Find out how to view your disengaged contacts here
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