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Increase Open Rates by Sending at the Best Time


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When is the best time for your customers to receive your email? When they are in their inbox.

Return Path’s Send Time Optimization helps you accomplish this by pinpointing the best time to connect with each individual on your subscriber list -- and easily segments your list accordingly.

Published in: Marketing
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Increase Open Rates by Sending at the Best Time

  1. 1. Increase Open Rates by Sending at the Best Time
  2. 2. Today’s Speakers Karen Lewison Manager, Event Marketing Return Path Stephanie Colleton Sr. Director of Business Development Innovation Labs Return Path
  3. 3. • The Value of Email Personalization • Send Messages at the Right Time • Send Time Optimization - How it Works • Q&A Today’s Agenda
  4. 4. The Value of Email Personalization
  5. 5. Source: Econsultancy - Quarterly Digital Intelligence Briefing: 2015 Digital Trends Personalization – Marketers’ Priority 30% 29% 27% 24% 22% 20% 17% 16% 15% Targeting and personalization Content optimization Social media engagement Brand building / viral marketing Multichannel campaign management Converstion rate optimisation Search engine marketing Mobile optimisation Video content
  6. 6. Personalization Challenges Source: Experian Data Quality 40% 39% 38% 32% 28% 28% 24% 23% Gain insight quickly enough Having enough data Inaccurate data Lack of internal resources Having too much data Lack of budget Unable to gain insight from data Unable to access information
  7. 7. Personalization is Key Personalized promotional mailings had 29% higher unique open rates and 41% higher unique click rates Source: Experian Marketing Services Email Marketing Study (2013) Personalized emails improve conversion rates by 10% Source: Aberdeen
  8. 8. How Do I Send at the Best Time for Each of My Subscribers?
  9. 9. The Right Time Earn more response and revenue by having your email arrive when customers are in their inbox. Optimize the Send Time by Subscriber Pinpoint the Best Day and Time to Connect See Higher Opens, Clicks, and Conversions
  10. 10. 24% of email opens occur during the first hour after delivery. The Right Time Source: GetResponse
  11. 11. • Long testing cycles • Guesswork • Random segmentation • Inaccurate results How it’s Done Today
  12. 12. How to Do it Better Send Time Optimization from Return Path allows senders to easily optimize their email sends to target their subscribers at the right time.
  13. 13. • Higher engagement = higher propensity for improved deliverability rates • Send Time Optimization allows you to send emails when subscribers are most likely to open them, regardless of the time zone How Does Send Time Optimization Help You? • On average, Send Time Optimization customers see a 25% increase in open rates • Improved opens, clicks and conversions = better ROI
  14. 14. Case Study | Major Resort “Send time optimized campaigns perform much better than our control group.” Open rates were Click-thru rates were Click to conversion was higher higher higher
  15. 15. Case Study | AAA of Ohio “We saw a 35 percentage point increase in the open rate (from 7% no Send Time Optimization to 42% with Send Time Optimization), and sales in some categories were up over 4000% over the previous year.” Open rates were Increase in sales higher higher
  16. 16. Case Study | Dell “This test is ‘genius’ in its construction...This is a great example of an organization analyzing big data sets and segmenting appropriately to come out with major wins for their organization. Bravo!” –WhichTestWon, judges Open rates were Click-thru rates were higher higher
  17. 17. • Send Time Optimization is currently available for Salesforce Marketing Cloud users • Available in the future for marketers using other email service providers Can Anyone Use This Tool?
  18. 18. How Does it Work?
  19. 19. Send Time Optimization
  20. 20. Salesforce Marketing Cloud HubExchange
  21. 21. Home Screen Archived Campaigns Active Campaigns
  22. 22. Campaign Set-up Date & Time Range
  23. 23. Campaign Spread
  24. 24. Reports
  25. 25.  30-minute call with Return Path  Download the SFMC app  Choose campaign timeframe  Campaign is automatically optimized Easy Setup Steps
  26. 26. • Simple, fast -- adds only one step to SFMC workflow • Send the campaign when you want and it will arrive when subscribers are most likely to view it • Immediately see how many emails will be sent each hour throughout specified timeframe • Pause a campaign to fix a typo or broken link before it sends • Simple reports to quickly and easily see campaign results • Send times are always up-to-date – the solution recalibrates weekly Send Time Optimization Highlights
  27. 27. Send Time Optimization improves opens, clicks and conversions, which leads to better ROI. Making Time Personalization Possible
  28. 28. Questions? Please use the box in the lower left-hand corner to submit any questions you may have for us.
  29. 29. Join Us on the Return Path World Tour
  30. 30. Resources  Send Time Optimization Fact Sheet 
  31. 31. Thank You! Stephanie Colleton 