How important is time zone sending when improving email engagement
SOLVE
Hi all, I'm looking to improve overall engagement for a client and they believe one of the problems is the large number of contacts missing their timezone, which is not allowing them to send based on localized time. They imported most of thier contacts from Mailchimp which is why they're missing timezones.
In your opinion, how important is it to send to local time in order to improve engagement? In a previous agency we were sending at 10 am PST and got good open rates in the 20-30% range but this company is doing 10-15%.
How important is time zone sending when improving email engagement
SOLVE
It has a level of importance, but is one of many factors when working to improve email engagement (like subject lines, content, sending domain health/reputation, code quality, list targeting, etc).
Think of it this way; I like to avoid sending emails around 9am EST. Many businesses send emails at 9 AM, thinking it aligns well with the start of the workday. As a result, email servers (both sending and receiving) experience peak traffic, leading to delays in processing and delivery. So, If I want to send an email at 11 AM, it would still be 9 AM on the west coast. In which case, west cost recipients could be less likely to engage in my email if I don't deploy my email by the user's timezone.
It seems more likely that something else is causing lower open rates at your current company. Try looking at the list quality and subject lines first, then continue troubleshooting from there.
How important is time zone sending when improving email engagement
SOLVE
It has a level of importance, but is one of many factors when working to improve email engagement (like subject lines, content, sending domain health/reputation, code quality, list targeting, etc).
Think of it this way; I like to avoid sending emails around 9am EST. Many businesses send emails at 9 AM, thinking it aligns well with the start of the workday. As a result, email servers (both sending and receiving) experience peak traffic, leading to delays in processing and delivery. So, If I want to send an email at 11 AM, it would still be 9 AM on the west coast. In which case, west cost recipients could be less likely to engage in my email if I don't deploy my email by the user's timezone.
It seems more likely that something else is causing lower open rates at your current company. Try looking at the list quality and subject lines first, then continue troubleshooting from there.
