Using Send Time Optimization (STO) with HubSpot Batch Mailings (One-off Emails)

Critical Note - For any batch mailings where you are sending to more than 250,000 contacts, you'll want to use the Seventh Sense App to schedule these vs. the HubSpot Workflow Extension!

This knowledge base article details different Send Time Optimization (STO) options available when using STO with batch mailings where the sending list is smaller than 100,000 recipients. 

Please note that using this option will also preclude you from being able to pick a custom delivery window, dynamically suppress / unsuppress activity segments and you will also not have access to the pause and resume functionality within Seventh Sense.

Currently, Seventh Sense offers the following options for integrating Send Time Optimization (STO) with batch mailings in HubSpot which are detailed below. 

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  • 24-Hour STO - This option is the most commonly used. Once a contact is enrolled and reaches the 24-Hour STO step in the batch mailing 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 mailing step in the workflow.
  • 7-Day STO - This option is rarely used for batch mailings that have an important end date or are time sensitive. Once a contact reaches a 7-Day STO step in the batch mailing 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 mailing step in the workflow.
  • 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 batch mailing, HubSpot will communicate with Seventh Sense to determine the most optimal time for the contact to proceed to the mailing step in the workflow. 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 mailing step in the workflow. 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 mailing step in the workflow.
  • Immediate - This option is only to be used for testing purposes as emails will not be send time optimized.

Once you are ready to deploy STO into your batch mailing, you simply add a Seventh Sense step before the email send step similar to the below.  Once the workflow is set up, you can enroll the list(s) from the top right of the workflow.

 

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