Email Sent Smarter

Rob Winters Blog

Usually, we like to post about new trends and tools in the marketplace. Well, today’s a little different, as we want to brag up an awesome new feature in our own software!

For anyone who has ever built, sent and then reported on an email, or email series, you know it’s critical to get your message in front of people at the perfect time. This is after crafting great content, engaging imagery and a subject line that draws attention. The final, seemingly fastest step, also the most critical, is the send time.

According to The Radicati Group, 293.6 billion emails will send in 2019, growing to 333.2 billion by 2022. That’s a lot of emails. Standing out from competitors is a must. So, how exactly do you get a leg up on the competition? By perfecting your send time to ensure you are hitting your constituents’ inboxes when they’re online and active.

There are a number of studies and opinions defining the best times and days to send emails. A good case can usually be made for a number of different variations. Send on Tuesdays at 10:00 AM or Thursdays at 2:00 PM. Those are popular times I’ve always heard whispered about, and they have their merit. What about those users who like to check email after dinner or during their early morning commute? Was my message overlooked because I delivered mid-afternoon and ended up buried under a pile of virtual clutter?

Enter: Smart Send! Engaged Donor is a cutting edge CRM and constituent engagement software, which has the capacity to learn about user habits the more they interact.

Think of it like this: Person X opened an email on Monday at 6:02 AM, clicked a link and made a donation. Person X decided to register for an event on Wednesday at 7:14 AM. A little times goes by, and we notice Person X’s pattern of always opening emails or completing forms takes place in the mid-morning hours.

When I schedule my next email, I may target a more traditional send time of 10:00 AM. BUT when I use the Smart Send option, Engaged Donor will send the email on the selected day at the time the user is most frequently active and engaging with my site and content. Meaning Person X is likely to receive the scheduled email between 6:00 AM and 7:00 AM. This increases the likelihood they see the email and take action. Of course, I may want to ensure my emails are all delivered by a certain time, and we’ve added the ability to set a cutoff time.

We are working to take email communication to the next level by adding more personally timed messaging. One example from a newsletter campaign I operate was seeing fairly average open rates between 15-19%. Incorporating Smart Send into the deliver time saw the open rates jump in the first few deliveries to 29%. This is a huge increase and means my content is reaching my audience and not being lost in a sea of noise.

For those already using Engaged Donor, the feature is available on your Schedule Screen. For those interested in learning more, let us give you a demo! Contact us at info@adcieo.com.


Chief Marketing Officer at Adcieo; a software and services company that provides professional marketing services and a suite of constituent management and fundraising tools.