Managing Commercial Pressure
With Actito, you can prevent the profiles in your database from receiving too many communications by setting up commercial pressure rules.
These rules allow you to make sure that a profile receives a defined number of messages for a definite period of time (a day, a week, a month).
Once you have defined a limit, during the creation of a campaign you can choose which campaigns will be impact by these limits. If a campaign exceeds the defined limits of commercial pressure for some of the targeted profiles, they will simply not receive the campaign.
Manage rules of commercial pressure
To manage the commercial pressure rules, go to the ‘Manage commercial pressure rules’ (Portal > Profiles > Manage commercial pressure).
Create a rule
To create a commercial pressure rule, click on the ‘+Create’ button.
General Data
At this step you will be able to define the general data of your rule.
- Name: Specify the name of the commercial pressure rule
- Database: Specify on which profile database you want to apply the commercial pressure rule. If you have several databases, you will be able to choose from a dropdown menu.
If there are segments on the database, it is also possible to set up commercial pressure rules by segments.
Rules
Once you have defined the General Data, you just have to define the maximum number of SMS and/or emails that can be sent to the profiles.
Please make sure to always define commercial pressure rules for SMS and E-mails. For data loading compliance reasons, the field must be completed even if the value is 0.
The period covered is a ‘calendar’ day, week or month, meaning that the date does not depend on the moment where the rule is fixed but take an absolute value (from midnight to midnight, from Monday to Sunday and from the first until the last day of the month).
Define the weight of a campaign
Commercial pressure rules depend directly on the commercial weight given to each campaign.
You can choose the weight of a campaign. By default, the email will be counted normally. However, it is possible to not count the campaign or to count it double.
You can change the weight of a campaign in the advanced parameters of the first step of the creation of a campaign.
The weight of your campaign will only be taken into account if you tick the “Take into account the commercial pressure” box at the second stage of the campaign. More information in the related section.
The impact of commercial pressure can go from null to double:
- Not recorded: The campaign is not counted in the commercial pressure rules. The weight of the e-mail is therefore null (e-mail = 0)
- Normally recorded: The campaign is counted normally in the commercial pressure rules. The weight of the e-mail is therefore one (e-mail = 1)
- Recorded double: The campaign is counted twice in the commercial pressure rules. The weight of the e-mail is therefore doubled (e-mail = 2). This configuration is used for campaigns with high impact on the profile.
This option also appears when creating a transactional campaign. Although a transactional campaign is never filtered and escapes commercial pressure rules, you can include this campaign in the calculation of received campaign by the profile.
Taking commercial pressure into account
Once you have defined the weight of your campaign, you need to confirm whether you want the commercial pressure rules to take the campaign into account or not.
You can define this setup during step 2 of the campaign creation. If you want the commercial pressure rules to be applied in the campaign, you need to check the box ‘Take into account the commercial pressure’, under the targeting modules.
If the “Take into account the commercial pressure” box is not checked, not only will the e-mail not be filtered when sent if the profile has reached the e-mail limit chosen in the commercial pressure rule, but the campaign weight will also not be taken into account in future commercial pressure rule calculations.
This option is only available if you have defined commercial pressure rules for the database targeted in the campaign.
Checking the commercial pressure rules
To check the impact of the commercial pressure rules on a profile, go to the profile file you want to check. In the ‘Interactions’ tab you can see which campaigns have been filtered for this profile with the ‘Commercial pressure’ label.
You can also see the impact of the commercial pressure rules in the report of a campaign, thanks to the smart filters. A profile is filtered at the time of sending if the impact of the campaign exceeds the predefined rules.
The profile is only filtered when the campaign is sent, which means that the profile is included in the calculation of the target population.
If you want that the profiles filtered by the commercial pressure rules do not count in the calculation of the target population, you can create a specific targeting in the advanced criteria of the ‘E-mail’ targeting module.
You can also define a targeting with the ‘Profile’ module, using the last e-mail activity.
