Archive for September, 2010

When should you send?

Tuesday, September 28th, 2010

This is one of the most frequent questions email asked by email marketers.

It is known that the time when you send the messages has an influence on the open rates. Send at a time when your subscribers are more likely to check their email and your messages have a better chance to be opened.

If you send too soon your message might end up in a long list of other messages waiting to be read. We all get a bit overwhelmed when we have too many messages in the inbox so we go in “filter” mode and only open the ones we think are important. This makes it easy for your subscribers to miss your messages 🙂

Send too late and you have missed the opportunity to have your message opened the same day. Tomorrow it might not be so interesting, plus it will again end up in a list of other unopened messages where it has less chances to be opened.

When are subscribers more likely to open?

Some try to guess the best time to send. Some assume that it’s best to send in the morning, others say it’s best at noon, and for others it’s best in the evening.

The truth is that different people check their email at different times. Now some lists might have a majority that would open in the morning and others in the evening and if you can figure that out then it’s great.

But what if you wouldn’t have to guess?

If your subscribers confirm their subscription, open messages, click on the links we track the time when they do that and we use this information to determine when it’s the best time to send for each subscriber.

How to do it with WomSend?

When you create a new campaign you have an option to optimize the time each message is sent. Click the “optimize send time” checkbox and select to optimize over 24 hours or over 7 days.

If you chose to optimize over 24 hours the system will try to find the best hour to send for each subscriber.

If you optimize over 7 days the system will try to find the best day of week and hour within that day for each subscriber.

Why two optimization models?

Some messages are more time sensitive then others. Sometimes you want your subscribers to take action within the following 1-2 days. For these kind of messages you have to use the 24 hours optimization.

Messages that are not time sensitive can use a 7 day optimization model.