Send Time Optimization

Send Time Optimization (STO) is the term used to describe the optimal schedule for sending out emails during an outreach campaign. The reason why marketers would plan out the exact time and dates their emails get sent out is to maximize the potential that recipients will see, read and engage with them. Let’s go over why this is important and what you can do to optimize the sending schedule of your outreach campaigns.

Why Is It Important To Optimize Your Sending Schedule?
Optimizing your sending schedule is critical for maximizing the potential for your outreach to get seen by your recipients. Since most people are not checking their inboxes at all hours of the day, your emails must get delivered to your recipient’s inboxes during times where they would most likely see them immediately. If your emails are being sent out at nontraditional work hours, it is more likely that other mail coming into their inbox will overshadow and drown out your message. This means that it will be less likely that they will open and read your email, resulting in a lower engagement rate for your outreach campaign.

How Can I Optimize My Sending Schedule?
The best way to optimize your sending schedule is to figure out the standard working hours of those to who you are reaching out too. It is safe to assume for most industries that professionals at work will check their inboxes at least once an hour, so if you send your emails during the times in which it is most likely for them to be checking their inbox it is more likely that they will see it.

In general, it is safe to assume that you should be sending out your emails during standard working hours (9:00 am – 5:00 pm of the recipients time zone).

What Happens If I Don’t Optimize My Sending Schedule?
Overall, send time optimization will result in higher deliverability, click-through, and engagement rates. If you do not plan out your sending schedule before you begin an outreach campaign, it is far more likely that recipients will gloss over your emails.