The impact of delivery time in email marketing

The success of an email marketing campaign depends on various factors, including the timing of your message.
Understanding the best delivery time to send the email message and when your audience is most receptive, can make a difference in the outcome of your campaign.
Emails at 9 AM for top inbox visibility worked in the past, but not anymore.
Nowadays, sending at the right moment can significantly impact the performance of your email marketing campaign.

To send simultaneously emails to an entire list can limit the performance of your campaign.
Since not all subscribers are active at the same time, there’s a risk of dispersing messages in the crowd of inboxes.
Instead, consider a more targeted approach based on the behaviors and activity times of your recipients.

Also, note that many Email Service Providers (ESPs) limit the number of emails per minute to avoid spam classification.
To prevent delivery issues, it’s advisable to adhere to these limits and adopt responsible sending practices.

Even sending an high volume of emails in a short time could trigger spam filters, negatively impacting delivery rates.
Finding the right time to reach your audience is crucial for increased user interaction and overall performance.

First step: understanding your audience

• Each demographic target operates on a different schedule, so what works for one may not work for another.
• Start with A/B testing to determine when users respond best during the day and week.
• Consider your content and audience: B2B emails may fare better during work hours, while B2C emails could see more success in the evenings or on weekends.
• Use analytics tools to observe when people open, click, and take actions based on the time you send emails.

Managing all this may seem complicated, but it’s crucial and must be done carefully, taking into account time zones, days of the week, and specific hours.

Sending time optimization (STO): a revolution for email marketing

With the evolution of digital marketing, there is also progress in the tools available.
STO tools analyze data to find the best time to send emails, considering factors like past user behavior, time zones, industry performance, ect.
STO continuously adapts and refines, ensuring that your emails are delivered precisely when your audience is most likely to engage.

Sending Time Optimization (STO) isn’t always the only solution

While STO tools can enhance the efficiency and effectiveness of email marketing, it’s important to recognize their limitations.
A notable disadvantage is the potential mismatch with time-sensitive campaigns.
Imagine a flash sale or a limited-time offer: relying on historical data, STO might suggest a delivery time that doesn’t align with the urgency of these promotions.
In such cases, where immediacy is crucial, rigid adherence to STO recommendations may not serve the campaign’s best interests.

Balancing insights guided by STO data with real-time needs of time-sensitive initiatives is the right approach.

This flexibility ensures that STO, alongside technological advancements, always considers the immediate needs of email marketing campaigns.

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