When is the best time to send email? It is a question marketers are constantly contemplating. Silverpop™, claims to provide the answer with its Send Time Optimization feature by sending email messages at the time each recipient is most likely to be checking his or her inbox. By using this feature The Girl Scouts of the USA experienced a 10 percent increase in average email open rates, a 12 percent increase in email conversion rates, an increase in overall revenue from the Girl Scouts website and significant reduction in the resources required to deploy emails.
“Previously, our weekly promotional emails would cause our site to crash because so many of our subscribers would visit our website to purchase merchandise,” said Tom Hassett, Assistant Director, Marketing for Girl Scout Merchandise. “Send Time Optimization eliminated this issue by automatically sending emails to our recipients based upon when they are most likely to be in their inbox. It has been a huge financial benefit.”
Send Time Optimization analyzes recipient behavior on a rolling basis to predict the ideal email delivery time for each address on the mailing list. The system then individually delivers messages to recipients at the precise day and time they’re most likely to be in their inboxes. Silverpop customers simply check a box to activate the feature. Many of them have seen conversion rates and revenue increase by at least 10 percent and in some cases the increase has been as high as 75 percent.
Scheduling delivery at the optimized time can also solve international mailing challenges. With a single send, messages are delivered at the optimal time, worldwide, eliminating the need to schedule multiple sends across time zones.
“Today, the fight for mindshare is fiercer than ever, and with consumers demanding relevance – and some ISPs prioritizing or filtering emails based on it – delivering the right message at the right time has never been more important. Enter Send Time Optimization,” said Loren McDonald, vice president of industry relations for Silverpop. ”It’s is an easy way to move marketing sophistication up a notch and help nail the timing aspect of the ‘right message, right time’ equation.
This sounds very cool! And useful for international databases. Does the customer have a default setting of when to send to new subscribers or old ones who’ve not been logged as ever opening in the past?
You would need to get in touch with the Silverpop for more information