Re-engagement Push Timing Across Time Zones
A mobile-first retailer has 1.2 million users, 68% in the US and 32% in the UK. They want to send a re-engagement push to users who haven't opened the app in 14 days. The goal is to maximize open rate while minimizing uninstalls. They have a single push campaign scheduled for 10:00 AM ET. Past data shows push open rates peak at 7-9 AM local time and again at 6-8 PM local. However, UK users have a 20% higher uninstall rate when pushed before 8 AM local. The team has access to Braze's Intelligent Timing and can segment by time zone. They also have a limited engineering budget to implement any changes.
1. What scheduling strategy should the team use to maximize open rates while avoiding uninstalls, and why?
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The team should segment users by time zone and use Intelligent Timing for each segment, but with a constraint: for UK users, set the send window to start no earlier than 8 AM local. Intelligent Timing predicts the best time per user based on past engagement, but it can be overridden with a window. Since UK users have higher uninstalls before 8 AM, restricting the window avoids that risk. For US users, allow Intelligent Timing to choose between 7-9 AM and 6-8 PM. This requires two campaigns or a Canvas with time zone segmentation. Given the limited engineering budget, using Braze's built-in time zone segmentation and Intelligent Timing requires no engineering work, only configuration. The alternative-a single 10 AM ET send-would hit UK users at 3 PM local, missing peak times, and US users at 10 AM, past the morning peak. Thus, segmentation with timing windows is optimal.
2. How would you measure the success of this strategy, and what metrics would you track to ensure uninstalls don't increase?
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Success should be measured by push open rate and conversion rate (e.g., app open or purchase) within 24 hours, compared to a control group. To ensure uninstalls don't increase, track uninstall rate within 7 days of the push, segmented by time zone and send time. Use a holdout group (e.g., 10% of each segment) that receives no push to establish baseline uninstall rates. Also monitor opt-out rates and negative feedback. Since Braze can track uninstalls via connected data, set up a dashboard comparing uninstall rates pre- and post-campaign. If UK uninstalls rise above baseline, adjust the window to 9 AM. The key is to have a control and to monitor both leading (open) and lagging (uninstall) indicators.