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Is Time-of-Day Sending Overhyped?

June 26, 2009 by Dennis Dayman

So my Chief Technology Officer/co-founder, Steve Woods, made probably one of the best posts I have seen this year about an overly used report that I too agree doesn't make much sense to produce anymore. Some of you who attended the Texas Online Marketing Summit (OMS) tour heard me giving a presentation that connected higher deliverability to understanding your customers Digital Body Language as Steve is discussing here.

As you know, Digital Body Language has transformed the buying process over the last 3-5 years by creating a new buying process for considered purchase in the online world. Digital Body Language allows for better segmentation and targeting of online buyers by understanding or measuring their likes and dislikes, their habits, and seeing their needs. Digital Body Language isn’t just batch and blast – not just putting up websites or doing print. It can help tie to privacy and deliverability issues together and help you get better results from your email campaigns by understanding your recipients needs and wants. Digital Body Language can help you send a more relevant message to your customers thus changing your old batch and blast habits to becoming a more finely tuned campaign that will have deliverability.

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Is Time-of-Day Sending Overhyped?

I can't recall the last time I waited in my inbox at 10:01 on a Tuesday clicking the "Send/Receive" button repeatedly eagerly anticipating the next edition of my favourite corporate newsletter. I'm not particularly bothered by what times emails arrive, as a recipient. I strongly doubt that I'm alone in that.

So why is the email industry enamoured by time-of-day sending optimization? I suspect it comes down to a combination of three factors:

Marketers are dying to find ways to improve their effectiveness at connecting with their audiences
As email service providers, we can easily build time-of-day sending control into our systems, and it seems like a compelling and simple answer to marketer's needs
Tactical metrics like open rates may even show a swing across emails sent at different times of the day, "proving" the effectiveness of this technique

–MORE–

http://digitalbodylanguage.blogspot.com/2009/06/is-time-of-day-sending-overhyped.html

-Dennis

Eloqua

Don't Just Send, Deliver!