Lead time allows you to calculate the target group on a specific date, while the campaign begins a few days later. Specifically, the lead time is the number of days between the day on which Optimove selects the customers for a target group and the day on which the selected customers actually receive the campaign.
There are two main reasons why you may want to use this capability:
- In cases where campaign execution takes a number of days such as campaigns being sent via direct mail.
- For campaigns scheduled to be executed after midnight, before the batch update has been completed.
Please Note: When using Lead Time with Optimail, the limitation is three days.
Lead Time Examples
Campaigns being sent via direct mail
One of the greatest advantages of using Optimove is the ability to accurately measure each campaign’s incremental uplift. By using lead time, you are locking the target group for the campaign before you deliver it while instructing Optimove to begin measuring the campaign’s success only a number of days later – once the customer receives the campaign
For example, when you want to send your customers a campaign via direct mail, which will arrive at their homes on Wednesday. In order to prepare your campaign, you might need to retrieve customers’ details two days before, choosing the specific target group on a Monday. In this case, you will want to set the “start date” of your campaign to Wednesday with a “lead time” of two days.
To set up this campaign with a two-day lead time follow the below three steps:
1. On the Campaign Builder page, select your target group.
2. Click on "Lead Time" and set it to 2 day(s) before campaign execution.
3. Set the campaign start date, to the date when customers are expected to receive the mail in their mailbox. For example, Wednesday, May 13th.
The above setup will result in the target group being calculated on Monday, May 11th, 2020 while the campaign measurement being calculated starting Wednesday, May 13th, 2020, and continuing for as long as the campaign duration is set (in the above, 3 days).
Campaigns executed after midnight before the batch update is completed
Another example of when you may want to use “lead time” is when you want a specific campaign to be delivered after midnight and before the batch update has been completed. For example, you want the target group to consist of customers that were relevant as of Monday, but the campaign is meant to be executed early Tuesday morning, between midnight and the completion of the batch data process. In this case, you would set the start date as Tuesday, with a lead time of one day.
To set up this campaign you would follow the next three steps:
1. On the Campaign Builder page, select your target group
2. Click on "Lead Time" and set it to 1 day(s) before campaign execution.
3. Set the campaign start date, to the date when customers should receive the campaign. For example, Tuesday, May 12th.
The above setup will result in the target group being calculated on Monday, May 11th, 2020 while the campaign execution takes place on Tuesday, May 12th, 2020, and its measurement continuing for as long as the campaign duration is set (in the above, 3 days).Lead Time FAQs
How are lead time campaigns taken into account in terms of campaign priority?
As mentioned above, lead time allows you to calculate the target group on a specific date, while the campaign actually begins a few days later.
Since the lead time's target group is "locked" in advance, the lead time campaign's priority will be the highest priority on the day of execution.
However, if before the execution date of the lead time campaign, customers are eligible to receive another campaign, they will receive it, as long as the duration doesn’t interfere with the lead time campaign's execution date.
What happens if the data batch process did not run on the day before my lead time campaign is scheduled to be executed?
Both the target group calculation, as well as campaign execution of lead time campaigns, are part of the campaign batch-data process. If the batch-data process failed on a specific day, we will not calculate the target group, and as a result, the lead time campaign will not run on the day of execution.
Let's use the below example to demonstrate:
- A campaign for customers at risk of churn was set up with 1 day lead time as seen below:
- The campaign execution was set for Tuesday, May 12th.
- This setup will result in the target group being calculated on Monday, May 11th, 2020.
- If on Monday, May 11th, the batch-data process failed and the campaign execution phase didn't happen, we will not calculate the target group size, and as a result, the lead time campaign scheduled for Tuesday, May 12th will not run.
- If on Sunday, May 10th, the batch-data process failed and the campaign execution phase didn't happen, the campaign will run as long as the batch-data process on Monday, May 11th is completed successfully.
Since this campaign was set with 1 day lead time, if no failures occurred on Monday, May 11th, the target group calculation day, the campaign will be sent as planned.
What should you do in such a case?
If the campaign execution phase did not happen on the day of the target group calculation but the lead time campaign schedule date has arrived, delete the campaign and schedule a new one for today, without lead time.
What happens if the campaign execution phase failed on the lead-time campaign's execution day?
Since the lead time's target group is "locked" in advance, the campaign will be executed.
What is the Lead Time Campaign Deletion Behavior?
Lead Time campaigns are useful for preparing campaigns in advance, ensuring they’re ready to go even if there are delays in data processing. However, it's important to know that Lead Time campaigns cannot be deleted on the day they’re scheduled to run.
Why can't Lead Time campaigns be deleted on the execution date?
The system finalizes (locks in) campaign details a few days before they’re sent. This is called the isolation date—it’s the point where the audience and data are prepared.
- For regular campaigns, the isolation date is the same as the execution date, so you can delete them up until they’re sent.
- For Lead Time campaigns, the isolation date happens earlier, which means the campaign is locked in before its execution date.
Once the isolation date has passed, you cannot delete or change the campaign, even if it hasn’t been sent yet.
How to avoid issues with Lead Time campaigns:
- Double-check campaign details early – Make sure templates, audiences, and schedules are correct before the isolation date.
- Plan ahead for changes – If you think you might need to edit or cancel a campaign, do it before the isolation date.
- Use ‘Run Anyways’ carefully – For critical campaigns like Black Friday or Cyber Monday, evaluate whether using the ‘Run Anyways’ option is a better fit to avoid timing issues.