An insurance company increased revenue by 45% by sending MORE email. An ecommerce store’s revenue dropped 30% after adding a weekly email newsletter. These are both examples of the powerful effects changing email cadence can have on your bottom line. 

In general, we don’t recommend A/B testing as a primary metric for evaluating the performance of send time optimization.

Because send time optimization usually increases email health overall, the benefits of using this approach compound over time. Split tests take none of the long term benefits of using send time optimization into account. At best, a split test will only tell you how much lift STO gave to a specific email.

Seventh Sense is a powerful email optimization tool, but we recognize it's not always been straightforward to use or easy to maintain. Up until now, integrating Seventh Sense with nurture campaigns and multistep workflows has only been possible via webhooks and required a HubSpot Enterprise Subscription.

A few years ago, HubSpot released a feature called Smart Send, which is basically the ability to send marketing emails at the same time, across timezones- something numerous email marketing software providers had available, and many customers were asking for.  As an early HubSpot app partner, we've gotten a lot of questions, centering around, "How is HubSpot's smart time zone sending different from what Seventh Sense does for HubSpot customers?"

As a marketing agency, we’re all too familiar with the struggles of email engagement.

Customer interests and behaviors change constantly. But your quarterly goals and product promotion schedules don’t always line up with what your customers care about. Generalized emails and batch-and-blast campaigns often miss the target, resulting in lost revenue opportunities.

What would happen if we sent our monthly email newsletter at the worst engagement time vs. using send time optimization over 24-hours?

For Marketo users with email lists spanning multiple time zones, enabling the recipient timezone sending feature on email marketing campaigns is a no-brainer. Without recipient timezone sending enabled, your Marketo mail blast sent out at 9 am EST will reach your west coast readers at 6am.

If your list consists solely of early rising CEO’s, this is perfect, but most data shows open rates peak between 8-10 am.

Wait til 9 am PST?

 Do you feel stressed? You're not alone.

80% of marketers feel overloaded and understaffed and 1 in 4 say they experience "high stress" on a daily basis. Salespeople are stressed too. According to Hubspot, seven in ten sales managers say “challenging” is the number one way they’d describe their role.

I guess it's not surprising that some of the most common feedback we get from customers is that Seventh Sense makes their lives less stressful. Higher ROI from email is great, but its the "email insurance policy" that comes with sending email out over a longer time drastically reduces the likelihood of those "high stress" moments.

It’s no secret I’m a big fan of using machine learning to improve the email experience for marketers, salespeople and their customers. But the truth is, send time optimization is NOT for everybody.