Seventh Sense's machine learning engine is constantly analyzing your incoming email engagement data to make predictions about your audience. In addition to when you should deliver your emails to an individual, Seventh Sense is also very good at predicting how fatigued individuals are with your emails which empowers you to optimize for performance and a healthy email sending domain.
The easiest way to put this data to use is by using the Seventh Sense Email health and fatigue automation workflow action.
Understanding Seventh Sense engagement segments
Seventh Sense’s AI system automatically classifies each person in your email marketing program into four different stages of email activity or engagement; "Evaluating", "Active", "Passive" or "Inactive".
Evaluating - These are either new or relatively new people in your list where the system is building a baseline to understand their engagement level with your email program.
Active - These are the people that are actively engaged in your email program.
Passive - These are people that the system has determined are showing signs of fatigue with your email based on their own baseline of historical engagement with you.
Inactive - These are people that the system has determined as being completely fatigued or inactive in your email program.
Using the Seventh Sense email health and fatigue automation workflow action
The Email health and fatigue automation workflow action was designed to work differently than HubSpot's "Don't send to unengaged contacts" feature. While the HubSpot specific feature is a great approach, it's based on a field called sends since last engagement (a static number) and can be a blunt instrument. On the other hand, the email health and fatigue action is based on an individualized machine learning algorithm that takes into consideration a person's own engagement habits with your the emails you're sending them. Additionally, the suppression capability allows you to keep your engagement rates high while not sacrificing not sending to a large portion of your audience.
The below chart highlights the number of people that would be suppressed under each engagement segment based on the average open rate for a specific type of email or audience.
|HubSpot Action Option||Suppression|
|Avg. Open Rate < 7%||100% Inactive, 100% Passive & 100% Evaluating|
|Avg. Open Rate <10%||100% Inactive & 100% Passive|
|Avg. Open Rate <12%||100% Inactive & 90% Passive|
|Avg. Open Rate <15%||100% Inactive & 75% Passive|
|Avg. Open Rate <20%||100% Inactive & 50% Passive|
|Avg. Open Rate <25%||100% Inactive & 25% Passive|
|Avg. Open Rate <30%||100% Inactive & 10% Passive|
|Avg. Open Rate <35%||100% Inactive|
|Avg. Open Rate >36%||N/A|
Below is an overview of the workflow we'll be building in this article: