Sending emails out in batch skews your engaged and unengaged data together. If you separate this out, this may lead to higher deliverability rates.
To do this in journey manager, there are a few steps that need to be followed. The first step is to create an automated marketing list, based on whether contacts are engaged or unengaged.
How you classify your engaged/unengaged contacts is up to you. But as an example, this list below defines engaged contacts as contacts who have opened an email within the last 30 days.
Once this automated list has been created, you can go onto use it in a make decision component in your journey to separate the engaged and unengaged contacts. Straight after your start audience you can add this make decision and ask the question, are they in your engaged marketing list?
If they are, they will come out of the 'yes' component, and if not they will come out of the 'no' component in the make decision. The next step after the make decision is to add an orange delay component. In this delay component you can add send windows and throttle the contacts so a certain number advance through this stage per hour. For the contacts who are engaged you can set this at a higher rate than for those who are not engaged.
Throttling for engaged contacts:
Throttling for unengaged contacts:
With the send windows and throttling in place, the contacts who are not engaged will receive the emails at a much slower rate than those who are engaged. This is how the start of this journey will look before the email stages are added
This may then improve deliverability leading to more successful email marketing campaigns.
If you would like to explore email deliverability strategies further, get in touch with your account manager who will be happy to assist.