Send Time Optimization (STO) enhances the effectiveness of digital messaging by timing outbound messages to align with when recipients are most likely to engage. This strategy improves engagement across channels such as email, SMS, and direct messaging.
Three Levels of STO
STO operates at three levels: self-directed preferences, time zone shifts, and Predicted Send Time Optimization.
- Self-Directed Preferences: Subscribers set their preferred times for receiving messages. This approach respects individual routines and availability, leading to better engagement than random timing.
- Time Zone Shifts: Messages are scheduled based on the recipient’s local time zone, ensuring they are received at an appropriate time of day regardless of location. This is particularly valuable for global campaigns.
- Predicted Send Time Optimization: AI or machine learning algorithms analyze past engagement patterns to predict the ideal send time for each recipient individually. This approach adapts to changing habits, ensuring accurate timing.
How Predicted Send Time Optimization Works
Predicted Send Time Optimization uses AI to analyze engagement patterns, such as when a person typically opens emails or checks messages. By identifying these patterns, the algorithm predicts the most effective time to send future messages, driving increased engagement across channels.
- Example Impact: A messaging platform uses Predicted Send Time Optimization to send direct messages when a subscriber is most active. For one subscriber, the algorithm identifies that the recipient usually checks messages between 6 p.m. and 8 p.m. on weekdays, while on weekends, they engage with messages around noon. The platform then delivers messages at these times, leading to a noticeable increase in open and click-through rates.
Benefits of STO
STO helps marketers cut through the noise of digital messaging by delivering messages at the precise moment when recipients are likely to interact. This enhances engagement and builds stronger customer relationships across multiple channels.
- Self-Directed Preferences: Gives users control over when they receive messaging, leading to better engagement than random timing.
- Time Zone Shifts: Respects general time-of-day preferences for each region, boosting engagement significantly.
- Predicted Send Time Optimization: Delivers messages at the precise moment when recipients are likely to interact, driving increased engagement across channels.
