Experience Editor: Delivery Optimization Step
Delivery Optimization takes the guesswork out of deciding who to send what message, and when. For the third party Experience providers built-in to the Journey Canvas - Facebook, SendGrid, Iterable, Salesforce Marketing Cloud, and Mailchimp - you can use this option to automatically determine when to deliver messages to individual users on those channels.
This step in the Experience editor allows you to toggle Delivery Optimization On or Off. Lytics recommends leaving it on to help prevent over-messaging and let you focus on creating great Experiences, rather than manually building delivery logic rules that are complicated to manage and execute.
How does Delivery Optimization work?
For Experiences delivered by a downstream tool, Lytics uses data science to determine the Experience's optimal delivery time. The delivery time is based on when an audience member last interacted with your brand via the channel of the Experience, as well as their behavior when that interaction happened. Thus, the optimal delivery time for that channel is individualized for each audience member.
Note: The actual delivery of an Experience is always controlled by the downstream tool, where there could be additional logic necessary to complete the delivery of the Experience. Delivery Optimization simply controls when the user data is triggered to send to the third party tool. It may make sense to consider the Experience tactic when determining if you want to turn Delivery Optimization off.
For example, SendGrid Experiences are one-time blast emails. If you intend to send an email promoting a unique event such as a sale, it may make sense to turn off Delivery Optimization and simply push a list of all current users in the audience immediately so that you can assign the segment in SendGrid to your marketing campaign and send it out as soon as you're ready. If Delivery Optimization was enabled, you may not see users exported to SendGrid until they "need" to receive a message (the most optimal time). Thus, Delivery Optimization makes sense for Experiences using real-time delivery such as Iterable triggered email Experiences.