Configuring SI: Communication Frequency and Cadence
Per-phase settings that control how often SI reaches out through each channel
What It Is
SI's communication frequency is configured in Settings > Segmentation Intelligence under the Comms Frequency tab. This is where you define how often SI can communicate with contacts at each stage of their journey — and through which channels.
Zyntro's customer journey is organized into four phases: FIND (lead generation and initial engagement), WIN (converting prospects into customers), KEEP (onboarding and retention), and GROW (expansion and advocacy). Each phase gets its own communication configuration because the appropriate cadence changes as the relationship evolves.
In the FIND phase, you might want aggressive outreach — 2 emails per week to warm up new leads. In the KEEP phase, a lighter touch makes sense — 2 emails per month to stay present without overwhelming existing customers. In GROW, quarterly calls to discuss expansion opportunities might be more appropriate than weekly emails.
SI respects these limits as hard boundaries. If the FIND phase is configured for 2 emails per week, SI will not send a third — even if it has a compelling reason to reach out. The engagement score recommendation may further adjust these limits (increase_frequency halves the gap, decrease_frequency doubles it), but the base configuration sets the ceiling.
Why It Matters
Without cadence controls, SI would decide frequency based entirely on its own assessment — which is usually good, but may not match your brand's expectations or your industry's communication norms.
A financial advisor who contacts prospects daily looks desperate. A SaaS trial that only emails monthly loses the conversion window. A coaching practice that calls prospects without warning feels intrusive. Cadence settings let you encode these norms into SI's behavior.
The per-phase structure is particularly important because different journey stages demand different rhythms. During FIND, urgency matters — you are competing for attention with every other option the prospect is evaluating. During KEEP, consistency matters more than urgency — you are maintaining a relationship, not chasing a conversion. Cadence settings let you express these strategic differences as concrete limits.
How It Works
Per-Phase Configuration
Each phase (FIND, WIN, KEEP, GROW) has its own card with these settings:
Communicator — The team member whose name and email appear as the sender. SI sends on behalf of this person. You can assign different communicators per phase — a marketing coordinator for FIND, a sales rep for WIN, an account manager for KEEP.
Emails — Volume (number) and frequency (Weekly, Monthly, Quarterly). Example: 2 emails per week in FIND, 1 per week in WIN, 2 per month in KEEP, 1 per month in GROW.
SMS — Volume and frequency. Often set to 0 in early phases and enabled in later phases where the relationship justifies text messaging.
Calls — Volume and frequency. Typically 0 per month in FIND (too early for cold calls), enabled in WIN or GROW for high-touch moments.
Global Settings
Below the phase cards, global settings apply across all phases:
Distribution — How SI distributes communication within a period. "Random" means SI picks optimal timing within the period rather than sending on a fixed schedule.
Minimum Gap — The minimum number of days between any two touches to the same contact (regardless of channel). Default: 3 days. This prevents contacts from receiving an email and SMS on the same day.
Gap Unit — Days or hours. Most businesses use days.
Response Delay — How long SI waits before responding to inbound signals (in minutes). Default: 30 minutes. Prevents SI from appearing to respond instantaneously to every action, which can feel surveillance-like.
Micro-conversations — Toggle on/off. When enabled, SI can send brief 1-3 sentence touches between full communications, with their own separate cadence limits.
Business Hours — Toggle. When enabled, SI only sends during business hours in the contact's timezone.
Weekends — Toggle. When enabled, SI can communicate on weekends. When disabled, SI waits until Monday.
