E-mail service provider Silverpop today unveiled technology that helps its clients determine when people on their lists are most likely to open a message and sends e-mails to individual addresses accordingly.
Dubbed Send Time Optimization, the new tool analyzes recipient behavior on a rolling basis to predict the ideal message delivery time for each address on the mailing list, according to Silverpop. The system then individually delivers messages to recipients on the day and time they’re most likely to be in their inboxes, the company claims.
Scheduling delivery at the optimized time also helps solve international-mailing challenges because it eliminates the need to schedule multiple campaigns across time zones, according to Silverpop.
“Until now, predicting that ideal delivery time has been impossible,” said Bill Nussey, CEO of Silverpop, in a statement.
According to Silverpop, Encyclopaedia Britannica, Inc. tested the new tool by optimizing its Spring Sales e-mail with it. It sent half its list e-mails delivered at the same time and half using the Engage Send Time Optimization feature, the company said. E-mails sent using Send Time Optimization generated 40% more revenue than those not using the feature, according to Silverpop.
