What is Send time optimization?
Send time optimization is a feature that chooses when to deliver a campaign to each recipient, based on when that person has historically engaged.
Instead of sending everyone at one time, the platform spreads delivery across a window and aims each message at a moment the person tends to open or click. It can help with large lists spanning time zones.
It needs data. Contacts with little history fall back to a default, and results depend on how reliable the engagement data is, which privacy features can distort.
Test it rather than assume it. Compare a campaign sent with the feature against one sent at a fixed time, and bear in mind that time-limited offers may need a single common send time.
A worked example.
A hypothetical bookshop with customers in several time zones tests send time optimization on a newsletter against a standard morning send for a comparable audience. It reviews click behaviour for both and keeps whichever suits that kind of message.
Common mistakes.
- Using it for time-limited offers that need one send time
- Assuming it works the same for new contacts
- Never testing against a fixed time
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