Six years ago when I published my book, “The Quiet Revolution in Email Marketing,” everyone was asking, “What’s the best day to send email?”
Surveys and studies conducted at the time revealed that emails sent on Tuesday got the highest response. And Monday and Wednesday. And Friday, Saturday and Sunday.
We quickly realized that there is no single best day to send email. Different audiences have different sweet spots, and the only way to know which applied to your unique audience was to actually test.
Four years later, Silverpop unveiled Send Time Optimization, making good on a case study in the book that showed that sending individually timed messages generates enormous improvements in response rates. Although the topic still comes up occasionally, and “best time” studies can yield broad benchmarks for beginning email marketers, most marketers quit talking about the best time to send after realizing that testing their specific list was the only way to get an answer.
But the reality of the next generation of marketing—engagement marketing—is that marketers need to stop looking at their lists as an audience and act on the reality that each contact is an individual with his or her own unique usage patterns, needs and expectations.
Helping marketers move beyond the old approach of “blasting to an audience” is something I’m passionate about. And Silverpop’s Send Time Optimization is just one example of a feature that makes evolving past old questions like, “What is the best time to send to my list?” as easy as checking a box.
Engagement marketing is the only way marketers can “get above the noise” and move past mass marketing into truly individualized dialogues. Our customers are enthusiastic about Send Time Optimization and, without giving away too much, it’s just the tip of the iceberg on the easy and powerful capabilities our marketing clients will have in the coming year to truly engage with each of their individual customers.