Sending your email campaign at the right time can have a significant impact on your engagement performance. After testing, you can expect up to a 20% increase in key metrics.
The best time to send depends on your subscribers' behaviors. Professionals may prefer to receive emails during their breaks or in the evening, while a younger audience may be more active throughout the day. Their buying lifecycle and other factors may also influence the optimal timing. Testing is key!
Different content, external factors, and evolving audience preferences can skew results. To ensure accurate results, run A/B tests with the same campaign, subject line, and day of the week. Keep everything constant except the send time. Klaviyo makes it easy!
Set up your campaign as usual, then add variations to configure the send time A/B test. Klaviyo will automatically split the audience between the variations. You can create multiple variations, but make sure that each variation receives a sufficient number of subscribers for statistically significant results.
Give your campaign enough time to collect data (usually 24-72 hours). In Klaviyo, navigate to the campaign and go to the "Variations" section. You'll find performance metrics for each variant, including open rate, click-through rate and purchase order data.
If you have a larger audience (over 20,000 subscribers) and want Klaviyo's help in determining the optimal send time, explore Klaviyo's "Smart Send Time" optimization feature.
Start by testing the Open Rate, then move on to the Click Rate and finally to the Order Rate. We recommend to do a test with at least 5 campaigns to get clear and correct results. If you can't choose the winner after sending a few campaigns, continue with a few more.
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