Send the Right Message at the Right Time with Engage Time Optimization

If you Google “best day to send marketing email” or “best time to send SMS,” chances are you’ll find a long list of articles dictating the ideal time to deploy your marketing campaigns — whether Thursday is more successful than Sunday or noon is better than 5 p.m. The irony of this approach is that if every marketer is told that there’s one perfect day or time to send marketing communications, then every brand will follow suit, meaning there’s more competition at those days or times.

Instead of subscribing to the standard send time optimization strategy, our team at Blueshift has thoughtfully equipped our AI-powered platform with predictive intelligence so that communications are sent out when a customer is most likely to engage — in other words, engage time optimization. In our Benchmark Report 2022: Cross-Channel Marketing, we define this feature as sending messages when each customer is most likely to fully engage with your brand, allowing you to drive conversion with relevant, timely messages.

We crafted the above-mentioned report by analyzing 10 billion messages sent by Blueshift customers in 2021. Among our findings, we were able to prove the value of engage time optimization. Keep reading below to check out our key takeaways.

DEFINING THE CONCEPT

What Are Cross-Channel Experiences?

Before we get into the specific data points we discovered about campaigns using engage time optimization vs. campaigns not using engage time optimization, we’ll define what sets cross-channel experiences apart from a traditional channel-centric approach.

Cross-channel experiences:

  • Are connected, customer data-driven experiences across 2+ channels
  • Respond to customer behaviors in real time
  • Optimize the next best action (content, channel, message timing)

With these factors in mind, let’s take a look at how click-through rates and click-to-open rates vary between campaigns using engage time optimization vs. campaigns not using engage time optimization.

DIVING INTO THE DATA

Optimized Timing Increases Responses

Customers are more likely to respond to communications sent at a time determined by their personal browsing or purchase behavior instead of a generalized send time based on channel. Campaigns using engage time optimization resulted in a 59% higher click-through rate and a 56% higher click-to-open rate than campaigns not using engage time optimization. Plus, retail & ecommerce brands averaged a 389% higher click-through rate using campaigns with engage time optimization.

MAKING THE SHIFT

Increase Customer Engagement by Implementing Engage Time Optimization

Creating cross-channel experiences may sound complicated, but getting started is easier than you may expect when you have the right technology platform to back you up — one that connects all your channels within a single journey builder and enables you to create, automate, and scale sophisticated campaigns and journeys that are powered by a unified view of your customer data. Learn more by downloading the Benchmark Report 2022: Cross-Channel Marketing now.

Get the 2022 Benchmark Report: Cross-Channel Marketing

Download our 2022 Benchmark Report to see the results Blueshift customers are already achieving.

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