Silverpop Answers the ‘Best Time to Send Email’ Question

May 21, 2009 – 11:50 am

http://far-horizons.biz/catalog/-c-79_80.htmlWhat’s the best time to send an email?  This is one of those questions I get asked all the time.

Most marketers will tell you it’s Tuesday through Thursday.
Others will tell you that they see the best clickthrough rates on Saturday and Sunday (though, with lower open rates than midweek).

I just got off a Silverpop webinar this morning featuring their brand-new “Send Time Optimizaton” feature. This tool (algorithm) has been in the making for more than two years, and strives to take the guesswork/heavy lifting out of figuring out what the best day and time of the week to send emails to your prospects or customers.
Note, I’m not a customer or employee of Silverpop.

The tool has only been in GA since May 5, so it’ll be a while to see how powerful it is, but the early returns so far are encouraging. Silverpop claims across the board increases of:

  • 20% - 50% in open rates
  • 30% - 50% in click rates
  • 52% - 75% in revenue
  • 35% - 50% in average order size

Those are pretty impressive numbers. And the ease of putting the tool in action seems to be very, very simple: choose either a 24 hour or 7 day send period and the algorithm will do the rest.

Now, if you’ve ever been involved with email marketing, there are manual ways of figuring out when your recipients are opening your emails (log records of “last opened”), but that’s a very big hassle…and then take into account multitudes of time zones, and well, you know that private hell.

Hopefully Silverpop (and invariably other vendors) have finally come up with the answer to the “when is the best time to send emails” question.

This entry was written by Serge, posted on at 11:50 am, filed under Email Marketing. Bookmark the permalink. Follow any comments here with the RSS feed for this post. Post a comment or leave a trackback: Trackback URL.

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