Silverpop - Individual Recipient Send Timing
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Individual Recipient Send Timing

Bill Nussey, Silverpop
by: Bill Nussey (@bnussey)
19 October 2006

As my regular readers know, I avoid using my blog as an advertising tool and only to talk about things that interest me. So I hope you all will forgive me if this entry happens to do both.

You've seen a few blogs from me recently about individually timed email messages and just how powerfully they can affect responses rates. Well, it happens to be an area we've been talking about a lot over the last few months here at Silverpop.

The big news is that the newest release of our email application, Silverpop Marketer, contains an individually timed sending system -- messages in a single mailing can be sent individually over the course of a week based on each recipient's past behavior. For example, Recipient A opened a message at 11:37 a.m. on a Wednesday and Recipient B opened the same message at 6:32 p.m. on a Friday. Accordingly, Recipient A's next message would be sent Wednesday at 11:37 a.m. and Recipient B's next message would be sent Friday at 6:32 p.m. And, of course, you can also create your own timing and ask the system to send based on some external calculations you've done.

Have a one-day sale and don't want to wait a week for delivery? You can tell the system to ignore day of week and just send at the best time of day over a 24-hour period.

And, did I mention that the system will automatically update things like timing of last click if you want it to?

This is some seriously cool technology and I am excited to see what kind of lift in response rates our clients will be seeing as they roll this out.




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