Send time optimization (STO) is a feature that is used to manage the scheduling time to send an email. This feature selects the optimal time for each recipient, which maximizes the engagement possibilities. This article explains the calculation of the optimal time, the current limitations of the tool and how to consult the distribution for the sending times.
How is STO Calculated?
The system analyzes the different times that each recipient has clicked links in the past. The STO is calculated according to the moments a contact opened an email or clicked links in emails. For example, if a recipient has clicked 3 times at 8:00, 4 times at 12:00 and 5 times at 16:00, the STO for that contact will be 16:00. The system uses the recipient's time zone to send the email to determine the ideal send time.
→ Verify the time zone configuration for the project
Rules when there are no data (fallback)
If a contact does not have sufficient engagement data, the system will send the email at the average optimal time for the other contacts of the project or, if there are no sufficient data in your project, use a predefined time for your industry.
Consulting STO Distribution Before the Sending
Before sending your email, you can consult a report for the optimal times for all the contacts. This report shows an overview of the optimal times (for example, 8:00-9:00, 10:00-11:00, etc.).
Current Limitations
1. No limit send time
At the moment, you can't define limit times. It means that, if a contact has no specified time zone, that contact could receive the email outside of "standard" times (8:00-20:00). However, the optimal send time is always using the results of the contact's behavior.
2. Sendings programmed for the same day
If you approve a sending for the same day, contacts who have an optimal time that is already past on that day, will receive the email immediately instead of the STO. The other contacts will still receive the email at their STO.
3. Sendings approved after the programmed date
If a sending using a STO is approved after the selected date, contacts will receive the message immediately, independentally from the STO.
4. Engagement data dependance
The efficiency of STO is based on the quality and quantity of engagement data about contacts. For new contacts or those who rarely or do not interact with your emails, the STO will not be precise.