This feature is on pilot release but is currently full and not accepting any more applications.
It uses machine learning to analyze your contacts’ behavior and identify the times when they are most responsive. This is independent of time zone, language or region. An STO campaign is split up into 12 child campaigns, sent on the hour at two-hour intervals.
So that you can measure the benefits of STO, a control group is also created for each campaign. The engagement results of this control group are used as benchmarks against which STO results are compared. This is done automatically, so you do not need to devote time and effort to performing A/B testing on your own.
For new contacts with no behavior history, their first emails will be sent at a time calculated on the basis of your account’s aggregate historical data on open times. But the algorithm analyzes new responses for every contact on a daily basis and updates its model accordingly.
This means that we will have more accurate data over time. Our research shows that, after sending 10 send time optimized campaigns, you can expect around 2-12% increase not only in opens, but also in clicks and purchases.
You want to maximize the chances that your emails will engage your customers. Send Time Optimization is designed to help you achieve just that. For your customers, this is one more example of how you are treating them as an individual, strengthening their loyalty to your brand and improving their experience.