As an email sender, one of the questions you may ask yourself is: “when is the best time to send my email campaign?” Late morning, early afternoon, early evening? If you search this question on Google, you will probably find articles suggesting these are optimal time slots, but the truth is: it depends.

We are all unique individuals with individual habits. Some people check their email early in the morning before going to work, some during their lunch break, while others check it after getting home in the evening. With this in mind, it is naive to apply a one-size-fits-all solution to a variable problem.

So how can you make sure your emails land in the inbox at the right time?

Sparrow Mailing's new send time optimisation feature is here to help!

What is send time optimisation (STO)?

STO uses machine learning to determine the best time to deliver a message to each recipient, when they are most likely to see and read it. The idea is to deliver a message just before a recipient usually checks their email. That way, the message will be at the top of the inbox and the user will be more likely to engage with it, improving your overall engagement rates and ultimately increasing your return on investment.