Skip to main content

Optimize Your Send Time

Use engagement data and testing to find the time that gets your Broadcast opened.

Scenario​

Your content is strong, but opens are uneven from one Broadcast to the next. Send time is often the difference: a message that lands when subscribers are actually reading gets seen, while the same message sent at a dead hour gets buried. This playbook helps you move from guessing to a repeatable, data-backed sending window for your audience.

Prerequisites​

  • A few recent Broadcasts with reporting data (opens and clicks) to establish a baseline.
  • An audience segment large enough to split for a fair test — a small list produces noisy results.
  • Agreement on the metric that matters most for this program (usually unique opens or click-through).

Steps​

  1. Review past performance. Open your reports and note the day and hour of your best-performing recent Broadcasts. Look for a pattern by time zone, weekday, and audience type. See Report metrics.
  2. Form a hypothesis. Pick one or two candidate send windows to test against your usual time (for example, early morning vs. lunchtime).
  3. Split your audience. Divide a segment into comparable groups so each group receives the same Edition at a different time. (Confirm the exact steps in your account.)
  4. Send and hold conditions steady. Keep subject line, content, and audience constant so time is the only variable.
  5. Compare results. After opens settle (usually 24–48 hours), compare the groups on your chosen metric.
  6. Adopt and re-test. Make the winning window your default, then revisit periodically as behavior shifts.

Measure success​

Compare unique open rate and click-through rate across the tested windows in your reports. A meaningful, repeatable lift in your chosen metric — confirmed across more than one test — is your signal to standardize that send time. Watch for time-zone spread in your audience, which may point to staggered sends rather than one universal window.

Canonical terms: Author, Edition, Folder (Project Folder), Broadcast. See the Glossary.