Customer Fatigue Model
FirstHive now scores how close each customer is to message fatigue, by channel and content type, and can automatically hold back tired customers from a campaign before they unsubscribe.
The problem
Brands run many campaigns and journeys at once across email, SMS, WhatsApp, push, in-app and RCS. Nothing told a marketer that a specific customer was being over-messaged. The same people got too much, engagement dropped, and the brand paid in unsubscribes, spam complaints, WhatsApp blocks and push opt-outs. Those losses are permanent for that channel.
Static frequency caps help, but they treat every customer the same and ignore whether that person is still engaging.
How it solves the problem
- Fatigue Risk Score: every customer gets a score from 0 to 100 and a band (Low, Medium, High, Critical), overall and broken down by channel and content category.
- Fatigue Guard: switch it on for any campaign or journey. When a customer’s score crosses your threshold, they are held back from that campaign or journey only, with the reason logged. They are never unsubscribed or blocked platform-wide.
- Explainable: each score shows its top contributing factors, so you can trust automated suppression.
- Works from day one: a rule-based baseline scores customers immediately. Eddie’s machine learning model then adapts the weights to your audience, with the baseline as a permanent fallback.
- Tunable: adjust weights and inputs in ML Canvas, then simulate, compare and publish.
- Available everywhere: see the score in Customer 360, use it in the Segment builder, and track it in a dedicated Fatigue report showing distribution, trends, suppressed volume and the impact on unsubscribes.
Use cases
| Who | Use case |
|---|---|
| Campaign manager | Turn on Fatigue Guard for a promotional blast so High-fatigue email recipients are skipped automatically |
| Journey designer | Add a step that skips over-messaged customers while everyone else continues |
| Content owner | Spot customers tired of one content type, such as pre-approved offers, even if they still engage with others |
| Relationship manager | Check in Customer 360 whether a complaining customer has been over-contacted, and why |
| Marketing leadership | See how much of the base is at risk and whether suppression is reducing unsubscribes |
| Growth team | Move High-fatigue email users to paid media audiences instead |