Set Up Frequency Capping for Braze AMP Emails

The guidelines below outline how you can build out frequency capping within Braze. Wunderkind will set up your Braze Assets with Tier 1 by default. If you are migrating onto AMP from a previous Wunderkind integration, Wunderkind will set up frequency capping respective to what you have currently.

📘 To learn more about frequency capping within Braze, see their documentation.

Tier 1: Default Settings

These settings are required to preserve user experience while still maximizing send volume and revenue generated from triggered actions.

Abandonment Strategies (Cart, Product & Category) 

• Wunderkind’s default priority hierarchy is: Cart > Product > Category. To learn about how this priority is set up using Braze features, see here.
• If a user is mid-Canvas, then goes back to site and takes a higher-intent action, they'll always enter the higher-priority Canvas. The Exit Criteria on the lower-priority Canvas will prevent further messages from being sent from that Canvas.
  • For example, if a user is in a Product Abandonment Canvas and returns to site and adds to cart, they will be upgraded to the Cart Abandonment Canvas and all remaining Product Abandonment sends will be canceled
• If a user is mid-Canvas, then goes back to site and takes a lower-intent action, the Exit Criteria on the lower-intent Canvas will prevent the user’s entry
  • For example, if a user is in a Cart Abandonment Canvas and returns to site and views a product page, they will remain in their Cart Abandonment Canvas and Product Abandonment sends will be canceled
• If you are running additional abandonment strategies with Wunderkind, consult with your Customer Success representative on the desired hierarchy

Catalog Strategies (Price Drop, Low Stock & Back in Stock) 

• The caps below live in Wunderkind's system and are not configurable in Braze
• A user cannot receive 2 actions for the same Catalog strategy within 25 hours
  • For example, a user cannot receive more than 1 Low Stock Canvas within a 25 hour period, but they can receive 1 Low Stock and 1 Price Drop Canvas within a 25 hour period
• A user cannot receive a Catalog action for a specific item if they have made any purchase between the time they viewed the item and the time the item had an inventory change or price drop
  • For example, If a user views item A on Monday and then makes any purchase on Tuesday and item A’s price drops on Wednesday, Wunderkind won’t send a Price Drop action for item A

Tier 2: Moderate

For brands that prefer stricter frequency capping beyond Wunderkind’s default settings, the below frequency caps are additional settings you can add on top of Tier 1 to further suppress send volume. Given that each of these strategies are targeted to specific behaviors users have taken on site, Wunderkind recommends applying as few frequency caps as possible to maximize revenue. Please be aware of the potential performance impact of implementing some or all of the below additional caps.

Additional Frequency Cap Options

Cart Abandonment Strategy

• A user can only receive the entire Cart Abandonment Canvas flow 2 times per 30 day period
• A user can only receive the entire Cart Abandonment Canvas flow 1 time per 7 day period

Product Abandonment Strategy 

• A user can only receive the entire Product Abandonment Canvas flow 2 times per 30 day period
• A user can only receive the entire Product Abandonment Canvas flow 1 time per 7 day period

Category Abandonment Strategy 

• A user can only receive the entire Category Abandonment Canvas flow 2 times per 30 day period
• A user can only receive the entire Category Abandonment Canvas flow 1 time per 7 day period

Low Stock Strategy

• A user can only receive the entire Low Stock Canvas flow 2 times per 7 day period

Price Drop & Back in Stock Strategies

• Wunderkind does not recommend further frequency capping on Price Drop or Back in Stock Canvases since these strategies are binary in nature (either the item did or didn’t drop in price or return to stock) and the user should generally be notified of this change

How to Set Up These Rules in Braze

1. Go to the Canvas that you want to target with your rule (Cart Abandonment, Product Abandonment, Category Abandonment or Low Stock) and create a tag specific to that strategy
   • Wunderkind recommends using nested tags whenever possible
   • For example if you want to target Wunderkind’s Cart Abandonment Canvas, create a wknd-email-cart tag and nest it under the preexisting wknd-signal tag. The final nested tag should look like: wknd-signal/wknd-email-cart
2. Navigate to Settings > Frequency Capping Rules and click + Add Rule to create a new frequency cap
3. Select the following: 
   • Channel: Email
   • Tag: [tag you created in step 1]
4. Define Message Capacity, Frequency and Time Unit based on the desired rule (see below)

Tier 3: Conservative

For brands that are ultra-sensitive to email frequency, the below global frequency cap options provide additional settings you can add on top of Tier 1 and 2 to suppress users from receiving emails across total abandonment and catalog strategies. Given each of these strategies are triggered based on specific site behaviors, Wunderkind does not recommend applying the below caps in order to maximize revenue. Please work with your CSM to decide which strategies are best to meet your desired frequency capping rules.

Additional Frequency Cap Options

Global Abandonment Strategy

• A user can only receive an entire Abandonment Canvas flow 2 times per 7 day period
• A user can only receive an entire Abandonment Canvas flow 4 times per 30 day period

Global Catalog Strategy

• A user can only receive an entire Catalog Canvas flow 4 times per 7 day period

How to Set Up These Rules in Braze

1. Go to the Canvas that you want to target with your rule (all Abandonment Canvases or all Catalog Canvases) and create a tag specific to that global strategy
   • For example if you want to target all of Wunderkind’s Catalog Canvases, create a wknd-email-catalog tag and nest it under the preexisting wknd-signal tag. The final tag should look like: wknd-signal/wknd-email-catalog
   • For a global Catalog rule, you would add the tag to all Catalog Canvases
2. Navigate to Settings > Frequency Capping Rules and click + Add Rule to create a new frequency cap
3. Select the following: 
   • Channel: Email
   • Tag: [tag you created]
4. Define Message Capacity, Frequency and Time Unit based on the desired rule (see below)