Send Time Optimization

Important: This feature is part of a Controlled Availability program that is now closed. We are not accepting new requests at this time. Learn more here.

Send Time Optimization allows marketers to send emails at the optimal time for each contact. The optimal time for a contact is when they are most likely to open the email based on historical data of their email open times. If marketers enable Send Time Optimization for an Email step in the Campaign Canvas, the email will send in the hour around that contact's optimal time. Marketers can therefore engage more effectively with contacts, gaining contacts' attention when they are historically most attentive to their emails. Learn more about enabling Send Time Optimization.

Example: You create a nurture campaign to send to your contacts, but want to avoid having your email be buried beneath all the other emails a contact receives before opening their inbox. You enable Send Time Optimization for the email so that it's sent within the hour that each contact usually opens emails. That way, when a contact next checks their emails, yours is as close as possible to the top of their inbox.

If a recipient has yet to be sent or has yet to open an email from Eloqua, the email is scheduled to be sent immediately. Any future emails enabled for Send Time Optimization sent to that recipient will then start to adjust send times based on new historical data that is collected from that first email. Additionally, batch-type campaigns are the ideal fit for Send Time Optimization. Time sensitive emails such as webinars or event registrations are not as ideal because a contact's optimal time could be after these events, or too close to a sign up deadline. See more Send Time Optimization FAQs.

Delay period

A delay period prevents a contact from receiving too many STO emails at his or her optimal time by setting a delay between successive emails enabled for Send Time Optimization. For example, if Optimize by time of day and day of week is enabled for three different emails for the same segment members, a contact might receive one of the emails at 3:00 PM, one at 4:00 PM, then one at 5:00 PM (if you set the delay period for 1 hour). If more than one email is sent to a contact using Send Time Optimization, priority is given to the email whose campaign was activated first. Learn more about setting the delay period for Send Time Optimization.

Tasks

Enabling Send Time Optimization for Email step

Creating multi-step campaigns

Related

Example of using elements in campaigns

Campaigns