You can find Send Time Optimization on the Scheduling page of the eligible email campaigns, and in the Send email node of Automation Center programs.
As Send Time Optimization needs past contact behavior data to determine the optimal sending times, we do not recommend using STO until you have at least 1 month of email campaign history. If you turn STO on too early, it will distribute contacts randomly among the child launches and this can actually result in a decline in responses.
Once you feel you have enough launched email campaigns, you should start to use STO for all your ad hoc batch campaigns.
When sending your first campaign, allow at least two hours for the initial calculations.
For subsequent campaigns, the time it takes for STO to calculate the best sending times may range from a few minutes to two hours. The actual calculation time depends on the size of your database as well as the complexity of the contact segment and the launch list.
It will take a number of campaigns before STO has learned enough about the response habits of your customers. Until then, responses rates will vary and may even appear to decline. You will be notified on the Send Time Optimization Dashboard widget when the model has become stable enough for the reporting to be statistically relevant.
For more information, read the Send Time Optimization - FAQ.
Launching an email campaign with STO
When your email campaign is ready to launch, activate Send Time Optimization on the Scheduling page. You then have two options:
- Launch now - Emarsys will immediately create a control group comprising 10% of the launch list, and then calculate the optimal sending times for the remaining contacts. Once the calculations are finished, the campaign will be launched to the control group and the first STO launch will take place on the next even hour. The remaining contacts will be divided into 11 further launches every two hours.
- Launch at - Emarsys will launch the campaign to the control group at the time you specify in the scheduling. The 12 STO launches will be spread evenly throughout the calendar day and will start at 00:00 am.
This feature can currently only be enabled for ad hoc email campaigns. It cannot be used if the Advanced Scheduling options are used.
When you schedule a launch, the earliest available option offered in the date picker is the following day. You cannot schedule a launch for later in the current day.
During our pilot phase we found that STO could, under certain circumstances, affect email sending across an entire environment if too many campaigns are launched at the same time.
While we fix this issue, we have implemented a temporary limit on STO launches. For this reason, it may happen that you are not allowed to enable STO for a particular campaign. If so, you will be alerted via a message on the Scheduling page and in the Notification Center.