Using Send Time Optimization (STO) with HubSpot Multi-Step Automated Workflow Campaigns

This knowledge base article details different Send Time Optimization (STO) options available when using STO with your existing or new automated multi-step workflow campaigns within HubSpot.

Currently, Seventh Sense offers the following options for integrating Send Time Optimization (STO) with automated workflow campaign's in HubSpot which are detailed below. 

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  • 24-Hour STO - This option is the most commonly used and was developed for standard workflow automation campaigns. Once a contact reaches a 24-Hour STO step in an automated campaign, HubSpot will communicate with Seventh Sense to determine the most optimal time within the following 24 hours for the contact to proceed to the next step in the campaign.
  • 7-Day STO - This option is rarely used for nurture campaigns that have an important end date or are time sensitive. Once a contact reaches a 7-Day STO step in an automated campaign, HubSpot will communicate with Seventh Sense to determine the most optimal time within the following 7 days for the contact to proceed to the next step in the campaign.
  • 7-Day Frequency Optimized STO - This option is used to slow the frequency of emails being sent to a particular contact that is showing signs of passive or inactive engagement in your overall email program. One great use case for this option is re-engagement campaigns that have a primary goal of getting a contact to re-engage with your program vs. having time sensitivity to it. Once a contact reaches a 7-Day Frequency Optimized STO step in a campaign, HubSpot will communicate with Seventh Sense to determine the most optimal time for the contact to proceed to the next step in the campaign. For contacts that are either having their email program activity being evaluated or are actively engaged, the system will choose a time in the following 24 hours for the contact to proceed to the next step in the campaign. Whereas contacts that are showing passive or inactive activity levels in your overall email program, the system will choose the most optimal time within the following 7 days for the contact to proceed to the next step in the campaign.

Once you are ready to deploy STO into your existing or new automated workflow campaign(s), you simply add a Seventh Sense step before the email send step similar to the below.  Rinse and repeat for any emails that you'd like to be sent using STO.

If you have more complex workflows with if/then branching logic, the STO option works the same.  Insert the STO step prior to the email send step and the following email will be send time optimized.

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