Silverpop Engage?s Send Time Optimization analyzes recipient behavior on a rolling basis to predict the ideal message 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. Scheduling delivery at the optimized time also solves 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.
The feature addresses a long time challenge for email marketers: identifying the best day and time to send email. This issue was highlighted in a study conducted by the Beta Research Corporation. The survey, which was sponsored by AOL, found that 34 percent of U.S. Internet users check their email ?throughout the day? while 23 percent prefer to read their messages ?as soon as they wake up.? Other times people indicated their email was top of mind included right when getting home from work, during lunch and right before bed.
?Marketers obviously want their messages to have high visibility when the recipient is looking at his or her inbox, but until now, predicting that ideal delivery time has been impossible,? said Bill Nussey, CEO of Silverpop. ?We have been very focused and have spent a great deal of effort perfecting our Send Time Optimization feature, and the results have proven to be beyond our expectations. Silverpop clients can now send emails that reach recipients exactly when they?re most likely to engage with them.?
Encyclopaedia Britannica, Inc. participated in the beta test by optimizing its promotional Spring Sales email with the Send Time Optimization feature. It sent half its list emails delivered at the same time and half utilizing the Engage Send Time Optimization feature. Emails sent using Send Time Optimization generated 40 percent more revenue than those not using the feature.
?In this economy, it is more important than ever to take a one-to-one approach when engaging customers,? said Kassie Stephenson Adams, director of consumer marketing and campaign management for Encyclopaedia Britannica, Inc. ?Using Silverpop?s Send Time Optimization feature has allowed us to deliver each email to the right person at the right time, positively affecting our bottom line.?