Google Trends data suggestes that December and May are customization months. Particularly now, towards the end of the year, there’s a massive seasonal increase in interest for the topic of “personalization”. No wonder, as the end-of-year business is crucial for many, and tailoring emails to subscriber preferences is one of the most effective ways to boost sales.
In fact, email is sort of the mother of digital personalization. Data sovereignty remains in-house and the marketing channel is highly customizable. Basically, all attributes can vary based on subscriber attributes, whether it is the subject line, the offer or timing.
But wait a moment… Is email timing really customizable? Why then do all recipients receive a newsletter at the same time, say 8 o’ clock in the morning? The truth is that although timing is considered a classic success factor, senders still align it more with a rigid standard schedule than with individual recipient preferences.
This post outlines an algorithm to determine subscriber send time preferences.