New (2/13/2017): Improved Optimal Time with Quiet Hours, and a new method for Message Throttling

We've improved two tools that allow you to control the frequency and timing of your messages to users. These improvements make sure you are not sending messages too quickly, or sending them at the wrong (or annoying) time.

Optimal Time with Quiet Hours

For scheduled messages, our Optimal Time algorithm finds the best time in the day to deliver the message to each user. Before this week, however, it was possible a scheduled message with Quiet Hours could be delayed by Quiet Hours, then delivered immediately after Quiet Hours ended, instead of at the user's Optimal Time the next day. With this week's release, that changes. Now, a scheduled message with Optimal Time and Quiet Hours will be sent at the user's optimal time the next day (if the original delivery schedule was interrupted by Quiet Hours).


Let's look at an example.

If you want to send a scheduled message at the Optimal Time with Quiet Hours set to 10pm-7am, your message will be delivered to users at their Optimal Time. If that's 2:30pm for one user, the message will be delivered to them then. If the message can't be delivered before Quiet Hours, it will be delivered at 2:30pm the next day. Previously, this message would have been held back until after Quiet Hours ended, then delivered at 7:01am. While this sent the message out sooner, it was not likely to have a high open or engagement rate.

New Message Throttling (beta)

Currently, we allow you to set messaging limits, and "throttle" delivery of immediate/scheduled messages over a select number of minutes. You could, for example, "Spread delivery over 60 minutes." This would spread the send rate evenly across an hour for any immediate or scheduled message sent to 50 or more users. So, if you sent a message to 600 users, 10 would be delivered every minute.


Now, with the change this week, throttling is set a bit differently, and more intuitively. We now use "Send up to N messages per minute." This gives you more precise control over the maximum number of messages that will be sent per minute. The problem with the old method was that your throttling settings would behave very differently for messages with a small target audience versus messages with a large target audience. For example, spreading 60,000 messages out over 60 minutes would mean 1,000 messages would be sent every minute (vs. 10/min above). Now, if you set a 50 message per minute max, both campaigns would be sent out at that rate until it finishes delivery.


To enable the new Message Throttling, contact your CSM or

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