Loading…
11
My email open rates went from 12% to 31% by sending at 6am, but my boss says it's a fluke, who's right?
I run email for a small outdoor gear shop in Boise. Six weeks ago I started scheduling all our campaigns for 6am local time instead of the usual 10am because I noticed our biggest competitors were blasting at lunch. Open rates jumped from 12% to 31%. Unsubscribe rate stayed flat. My boss thinks it's just seasonal and wants me to switch back before the holiday push. Has anyone actually tested send-time optimization with an AI tool, or am I fooling myself with a small sample? What would you do?
1 comments
Log in to join the discussion
Log In1 Comment
emma52210d ago
Man, I ran into almost the same thing a couple years back with a bike shop's newsletter. We moved sends from 10am to 7am and opens went from around 14% to 28% over two months, and our clicks went up too, not just opens. That last part matters because opens alone can be noise, but when people actually click through and buy, your boss has a harder time calling it a fluke. Six weeks is short though, so I'd split the list if you can and run one group at 6am and one at 10am for another month. If 6am keeps winning with a real split instead of just before and after, you've got your proof for the holiday push.
6