It’s no secret that I’m a big fan of using machine learning to improve the email experience for marketers, salespeople, and their customers. But the truth is that shipping time optimization is NOT for everyone. Shipping time optimization is a powerful tool that we have found to provide a significant increase in engagement across the board. While open rates are the most obvious place clients see results, many of our most successful clients tell us (and show us) that they’re most excited about the improved conversion rates they see when they arrive. to customers at a time when they are most likely to do so. engage. Having said that, Send time optimization is by no means the answer to all email marketing problems.
Here are 8 reasons NOT to use shipping time optimization. 1. Find a magic formula to save your email program. The benefits of optimizing delivery time and frequency pay off over time. If your content is good and your list is well maintained, a 10-15% open rate indicates that not all of your emails are delivered to the inbox. We routinely see open Brunei Email List increases of 20-30% and in some cases up to 90% higher, but keep in mind that if your average open rate is 10-15%, an increase of 30% will give you a 13% – 18% open range. While that represents a 30% increase over the original aperture rate, it’s very difficult for the human eye to see.
Without A/B Testing
It’s easy to discount a 30% lift because your best-performing emails had open rates in that range before. To put things in perspective, if you can simply increase engagement by 8% on average, what used to take 13 months will now take 12 months. In essence, you increase the ROI of your email program in a full month of activity. Additionally, by increasing engagement rates on individual emails and targeting subscribers who are most likely to engage, your email receive rate and email revenue will likely increase over time. 2. You don’t follow basic best practices for email I see emails from organizations of all sizes that don’t implement basic email marketing best practices like setting up their DKIM, sending from a real address, setting up preview text, etc.
See this example from my inbox last week. Email error example screenshot We started our 7-week email optimization program for new customers just for this reason. While using send time optimization is one of the easiest ways to win email marketing, we hate it when customers miss out on other easy improvements they could be making by implementing all of the best marketing practices. by email. 3. You send poor quality content. Reaching people at the time they are most likely to see your content only works if you have high-quality content to show them. Otherwise, it’s like sending salespeople off with their calendars full of appointments, but not taking the time to rehearse their presentations.
Sure, Potential Customers
Will open the door, but if your salespeople stumble across your pitch. It might have been better for your business reputation if the potential customer wasn’t in the office! Shipping time optimization gets you through the door. But it’s up to you to have an effective proposal ready for your customers. STO will speed up the growth of a great email program. But it will also speed up the demise of a bad one. 4. You are sending to a poorly selected list As your email list grows. Your engagement rates almost always drop unless you practice incredibly good list hygiene. Comparing this month to last month and this quarter to last quarter.
