What is the best time to send emails and how often should I send them? We created Seventh Sense to answer these two questions, so as a company whose original product was send time optimization/personalization, it has never been our goal to find the best time to send marketing emails to our subscribers. We have done many A/B tests over the years that show the benefits of customizing shipping times. But for the sake of science, earlier this year we decided it was time to run a multivariate test against our own algorithm to see how their maximum time predictions compare.
Finding the best time to send our email newsletter We normally send our newsletter in 7 days using 100% custom delivery times as you can see below. This ensures that we get the most for our money with every email. one week shipping This time, however, we send our newsletter for 24 hours using a flat/random distribution instead of letting Antarctica Email List machine learning algorithm choose the best times to send each email. Flat_Distribution-2Think of this like running a multivariate test, testing how much engagement we get each hour of the day and night. By contrast, compare the graph above with the graph below.
The Graph Below
Shows how many emails each would have gone out if we had let Seventh Sense select the email send times. 24_hour_personalized-1Unsurprisingly, like most B2B audiences, Seventh Sense predicted that the bulk of our audience will engage around 9am EST. But consider how many people are expected to participate outside of that window as well. So what was our optimal delivery time? Take a look at our HubSpot results below. Look familiar? Screenshot 2019-02-04 at 4.50.19 PM-1 The engagement graph is remarkably similar to how Seventh Sense would have timed our delivery. Unfortunately, the biggest difference is that our overall engagement, while well within our projected peak times, is lower than it would have been had we let Seventh Sense schedule the mailing.
Looking a little closer, some interesting trends emerge. Our peak open rate is as expected, at 9am. but our peak click rate is actually at 11am. M. From an open rate perspective, the 11 a.m. M. The worst time to ship is actually in the 6 a.m. window. M.A 12 p.m. M. Screenshot_2019-02-04_at_4_50_19_PM-2 Clicks are a much stronger measure of engagement than opens. Therefore, Seventh Sense is designed to model engagement by assigning a higher weight to clicks than opens. Clicks on desktop receive the most weight, and mobile opens the least. Email open rates after 24 hours Let’s take a look at post-delivery engagement: Screenshot 02/04/2019 at 4.51.28 pm Mail stopped sending at 12 am.
But People Continued
To participate throughout the night. This is likely due to our international audience and people interacting in different time zones, but it could also be because we have some night owls in our audience. Remember, 3 a.m. M. PST it’s already 6am. M. EST and many people, especially the decision makers, are working at 6 am. M. Not surprisingly, our first morning peak the day after delivery is at 6am. m., followed by another peak at 9 a.m. M. 12 hours after the final emails were delivered, engagement drops dramatically. There is virtually no interaction after 8pm, only 20 hours after the last email was sent. This isn’t really surprising and aligns with other research that found the chances of an email being opened after 24 hours drop below 1%.