What if we sent our monthly email newsletter at the worst engagement time compared to using 24 hour delivery time optimization? We wanted an answer to this question, so we ran an experiment with our newsletter last month. While the results weren’t shocking, at least to us, there were a number of learnings (and data that support our hypotheses). In God we trust, everyone else must bring data! Finding the worst time to send our email newsletter To understand what the worst aggregate engagement time was for our audience, we turned to an engagement graph on Seventh Sense. This ended up being at 4:00 am EST on Wednesday.
Of course, this is not the worst time for everyone. For some people, this is their peak engagement time, but it’s the lowest engagement point for the week. Think of all those studies you’ve read about the best time to send emails that come up with a Argentina Email Address similar to the one below. This is the graph of our email engagement for all time on a Wednesday. Wednesday Commitment Chart So, without further ado, below are the results. What did the time spent looking at the newsletter tell us? Like many marketing automation systems, HubSpot, the marketing automation platform we use, tracks how long someone views your email when they open it.
People Who Opened
The newsletter that were sent at custom times, on average, “read” the email 12% more than people who opened the newsletter that was sent at the worst global engagement time. In short, we were connecting with people when they had more time to actively participate in the newsletter. To understand how this works, it’s a good idea to familiarize yourself with how email open tracking works. It’s very similar, but the difference is that instead of just sending the image and being done with it, they start sending the pixel and never finish, leaving the connection open. They then watch for the connection to be terminated and count the seconds between when the connection was opened and when it was terminated.
Custom Shipping Times: Email display time: 24 hours Worst Aggregate Shipping Time: Email Display Time: Blast What did open data tell us? Could sending at the worst time of global engagement affect open rates? For us, that’s not really a fair question because we have a tremendous amount of data. Test results showing that sending. At custom times works better than sending emails at the most optimal engagement time for an entire audience. Below is a screenshot highlighting the difference in open rates between the two cohorts, which represented. A 16.07% open rate increase in favor of emails sent on custom delivery times.
All Email – Open Rate Difference
I was curious how these results would compare to a data geek. So I used a nifty calculator to understand the statistical significance. Importance of open rate Also, on average. People who were sent the newsletter at custom times opened the email 2.18 times vs. 1.83 times for people who were sent at the worst global engagement time . This represented a 19% increase in the total number of times people who received it at a custom time opened. The newsletter compared to people who received the newsletter at the worst aggregate engagement time and opened it. Some might be thinking, woah, that doesn’t make sense.