Frequency Capping Checklist for SFMC
Before implementing any new marketing strategy, it’s essential to ensure it aligns with your goals and needs. Understanding when you may need a frequency capping solution for Salesforce Marketing Cloud can make a significant impact on whether your campaigns resonate with consumers or end up in the junk folder.
This comprehensive checklist will help you evaluate if it’s time to consider implementing frequency capping into your marketing strategy.
Checklist 1: Assess Your Current Marketing Campaigns
- Are you experiencing complaints from subscribers about receiving too many emails or messages?
- Have you noticed a decrease in engagement metrics, such as open rates or click-through rates?
- Do you have poor visibility into subscriber saturation across your multichannel campaigns?
- Do you have poor visibility into the frequency of communications sent out across multiple Marketing Cloud business units?
- Are there any specific campaigns where you suspect over-messaging may be occurring?
- Are there clearly defined rules in place for how many messages a subscriber type can receive in a certain period?
- Do you have a system for prioritizing the importance of campaigns against each other?
If you checked two or more boxes, keep reading, because there’s likely a major disconnect between what messages you’re sending out and how subscribers perceive them.
Checklist 2: Understand Your Audience
- Have you defined your audience segments clearly, and are you creating content accordingly?
- Are you creating personalized messages for subscribers of your segments?
- Are you creating audience segments based on behavioral data?
- Are you allowing subscriber preferences based on frequency and content type?
- Do you have a clear understanding of the desired frequency for different segments of your audience?
If you checked two or fewer boxes, you’re likely too reliant on mass communication. This strategy not only misses opportunities to communicate with subscribers on a one-to-one level, you also run the risk of disengaging audiences with overly generic messages.
Checklist 3: Evaluate Your Data
- Is your subscriber data clean, up-to-date, and accurate?
- Are you honoring unsubscribe requests?
- Do you have historical data on subscriber engagement and response rates?
- Are you using Marketing Cloud's tracking and reporting features effectively to monitor campaign performance?
Each option in this section is crucial to database health and long-term marketing performance. Missing a check for any of these means you need to make immediate changes.
Checklist 4: Explore the Benefits of Frequency Capping
- Have you researched the benefits of implementing a frequency capping tool/solution in SFMC?
- Are you aware of how frequency capping can improve subscriber satisfaction and engagement?
- Do you understand how it can help prevent subscriber fatigue and reduce unsubscribes?
- Are you open to exploring third-party frequency capping solutions that integrate seamlessly with Salesforce Marketing Cloud?
- Have you evaluated the compatibility of such solutions with your existing setup?
- Do you know how long it will take to implement the solution?
If you checked four or fewer, you’ll need to research more into what saturation control is and how it improves customer experiences. Get started here.
Checklist 5: Analyze Costs and ROI
- Have you calculated the potential return on investment (ROI) of implementing a frequency capping solution?
- Have you compared the costs of implementing a solution with the potential savings from improved campaign performance?
- Have you consulted with Salesforce Marketing Cloud experts or partners for guidance on frequency capping?
- Have you reached out to other Salesforce Marketing Cloud users to learn from their experiences?
- Have you looked into a plug-and-play solution like DESelect Engage?
Next Steps
By completing this checklist, you should have a clearer picture of whether implementing a frequency capping solution is the right move for your marketing strategy. If you find yourself missing multiple boxes in the checklist, it may be time to explore frequency capping options to optimize your marketing efforts.
DESelect Engage is specifically built to help marketing teams solve saturation control, intelligently prioritize communications, and optimize campaigns across teams.
Learn how The Brain Tumour Charity uses Engage to improve customer journeys and put an end to marketing fatigue across their 72,000 contacts. To schedule a meeting with a DESelect expert, please fill out this form.
