In recent years, email marketers have been plagued with lower open and click rates, higher unsubscribe rates, reduced deliverability and more and more dormant subscribers.

But, don’t fret over declining email marketing metrics. There’s a solution to remedy all that ails you and your email campaigns. It’s called发送时间个性化and it fixes all of these issues for different reasons.

First, let’s talk about the problems in more detail. Forgive us as we get a bit technical.

今天每个电子邮件营销人员面临的四个大问题

The Radicati Grouppredictsthat email volume will increase by 4% annually for the next 4 years.

Let that sink in for a moment.

Even though your inbox is probably already overstuffed, marketers are still excited to send you even more!

The average office employee每天收到121封电子邮件already. Marketers have turned email into an epic “race to the bottom”- a continual push to compete for the customer’s attention with flashier subject lines and higher volumes.

但是，这只是冰山一角。使用“批次和爆炸”方法（例如可交付性问题）发送更大，更永久的后果。最糟糕的是，这发生在订户查看您的内容之前！

众多的电子邮件卷正在给每个人，尤其是对营销人员的真正问题。

Send-time personalization is here to fix it, though. Below are the 4 common email marketing challenges that disappear when you customize send times to each member of your list.

1.少打开和点击每个广告系列

根据是的研究，，，，39% of email opens happen within 1 hour of delivery! For every hour that passes, it gets less likely that your email will be opened. Marketers have a narrow window to get an open, but they likely do not know their prospect’s hourly schedule (I hope not).

This challenge does not stop at marketing email. If you use marketing automation, you probably have some sort of lead scoring system which determines which prospects should be contacted. But, even if not, you still probably want responses to your sales emails as well.

客户的成功还依靠与客户的电子邮件。根据sendwithus数据，，，，product notification emails are the second-most highly opened type of email, behind welcome emails. They have an average open rate of 45%. You might think that 45% is good enough – especially if you’re a marketer challenged with acquiring net new customers.

但是，客户的开放率更好可能会对收入产生不成比例的影响。净发起人得分 - 弗雷德里克·雷希尔德（Frederick Reichheld）的一项著名研究表明increasing customer retention by 5%will increase profits by 25-95%. That means customer success and product updates create high returns beyond most other similar activities in your business.

With personalized send times, you can improve email engagement with all three of these use cases: marketing, sales and customer service.

Multiple case studies表明营销人员可以instantly increase both open rates and click ratesby 20%+ by sending email to each subscriber at the right time. Further, if a lead has received marketing emails in the past, salespeople can leverage the open and click data from those sends to time their email and phone outreach.

And even though retention-oriented open rates are already high, send-time personalization can improve that too.

下面是一个示例打开，单击一个联系人的个人资料，直接从Seventh Sense’s interface. Clearly, sending at 4PM on Monday or Tuesday or Friday will maximize your chances of a response. But, as you probably never would have expected, you can increase your chances of a connect if you put your message at the top of this person’s inbox at different times during the weekend too.

2. Higher and Higher Unsubscribe Rates

In a completely rational world, email recipients would only unsubscribe to lists that fail to send useful content. Unfortunately, this is the opposite of reality.According to a MarketingSherpa study，订户最常选择取消订阅，因为他们收到太多的邮件呢

这通常称为“电子邮件疲劳”。它与您的内容质量无关。实际上，您可能是其他公司频繁营销爆炸的受害者。订户变得如此不知所措，以至于他或她必须留下一些清单来管理压力。

Here’s an example. In across-industry study在1.5亿个竞选活动和100,000个订户中，上午10点至下午12点之间的早晨期间被证明是最高的取消订阅率。

This cannot be solved by choosing one time for your entire list. Subscribers getting emails at inopportune times created the problem in the first place. In fact, an Experian study from 2012 found that there wasno single send time这适用于每个行业。

通过在动态时间发送到每个订户，您可以decrease your unsubscribe rate by 5-10%。If subscribers receive your email at a convenient time, they will take out their email stress on other lists, not yours.

3. Reduced Deliverability Because of Strict ISPs

假设一家公司对您的组织特别重要，因为它们是客户或潜在的帐户。如果他们是客户，您要确保关键员工会收到有关您的产品的电子邮件，以使他们的生活更轻松。如果他们是潜在客户，则要确保您的产品上有“是”或“否”。

But, corporate internet service providers (ISPs) and firewall software ensure that these employees do not get blasted with spam. If specific employees do not open your email because they receive it at an inconvenient time, you willsoon end up in their junk folder。83% of delivery problems are caused by reputation problems, according toReturnPath。参与度和垃圾文件夹之间的唯一区别可能是重复的，不便的发送时间。

Also, ISPs look out for emails with the相同的IP地址和身体内容hitting many employees at once. They can start flagging your email domain as spam once you cross a specific threshold. This can create issues with all future sends to that company’s employees.

因此，当您可以避免一次邮寄每个密钥联系人时，您更有可能实际发送电子邮件。您可以通过ISP保留状态，并避免个人员工的垃圾邮件文件夹。

4. More and More Dormant Subscribers

Adormant or inactive subscriberis one that has not opened or clicked an email for 10-20 campaigns in a row. (Different marketers set their threshold differently.) These subscribers may be beyond saving, and will eventually need to be removed from your list to prevent your emails from being flagged as spam by ISPs.

With customized send times, you canrescue up to 15% of ALL contactsfrom the inactive bucket. These subscribers became dormant because you consistently sent at a bad time for them. They may have simply gotten into a rhythm of deleting your emails due to inconvenient timing.

Once you start usingSeventh Sense，您将能够看到哪些休眠订户已经被唤醒。通过我们的Databoxbeplay体育appios集成，您可以将数据可视化在HubSpot或Google Analytics（分析）旁边，以查看对流量和引线的影响。

推荐的仪表板：Seventh Sense High Level Engagement

The Solution to Dwindling Email Marketing Effectiveness

If you are a marketer in charge of an email list, you probably also find that email continues to be a great use of time and money.2016年6月的调查from the Direct Marketers Association found that email still has a 122% median ROI, far greater than any other channel.

Many marketers use marketing automation tools like集线器或者Marketo or email marketing tools likemailchimp或者活动监视器大规模发送个性化电子邮件。

However, none of these tools personalize the actual send time of the email to each individual person. Marketers are, therefore, forced to send emails at popular open times, like Tuesday at 10AM based on some article they read online.

不幸的是，这效果不佳。问题？当每个营销人员使用这些相同的策略时，订户的收件箱很快就会填充，因此他们更有可能不会打开您的特定电子邮件。或者，您可能会错过一些列表成员最方便的电子邮件审核期。订户通过立即删除或更糟的是，删除您的列表来解决此问题，只是减少了电子邮件数量。

解决方案？发送时间个性化。

How To Start Using Personalized Send Times

Most email services do not have an automated way to do this at scale (yet).

Some, likemailchimp，发送时间优化服务，可以通过平台内的多个电子邮件列表进行分析。他们使用所有联系人的过去电子邮件历史记录，建议一次发送到您的整个列表。

不幸的是，这并不能解决上面列出的许多问题。

AtDatabox, we recommend usingSeventh Sense裁缝将时间发送到每个订户。Hubspot和Marketo中的第七次感觉起作用。它会从过去范围内进行发送和打开数据，并让您为每个订户，潜在客户和客户自动发送最佳时间。我们的多个机构合作伙伴计划使用该服务，并看到即时打开，单击并取消订阅客户的费率改进。

第七ense如何与HubSpot Marketing合作，在完美的时间发送营销电子邮件

首先，第七次与枢轴的感觉同步以个性化的基础来查看过去的接触活动。它使用打开，单击和内容交互数据来为您的每个联系人构建配置文件。您需要做的就是将其设置一次，它可以从历史数据中学习以训练其算法。

Then, every time you want to send an email campaign, you can initiate the send with Seventh Sense, which uses a workflow as the delivery mechanism. You can set parameters for start and end times since you might want an email to go out any time during the week, or perhaps just within one day. Seventh Sense will find the optimal open time for each contact during the specified time period, and initiate the send to each individual.

随着您发送更多广告系列，该算法变得更加准确。对于打开和点击电子邮件的每个联系人，该算法都会收集更多数据，并可以提出更好的建议。

How Seventh Sense Works with HubSpot CRM to Help Salespeople Time Emails and Calls

也是第七感automatically exposes optimum send time datawithin HubSpot CRM for your sales team to time emails and phone calls. Your salespeople can send their emails at times that contacts have proven to be reading email. And, they can actually call at times when emails are frequently opened too, since email habits are good indications of work habits and non-meeting times. Using data from their enterprise customers, Seventh Sense found that calling at frequent open times leads to 38% more pickups from prospects.

Prospects may simply ignore your sales team’s emails because they reach them at the wrong time. With more pickups and email opens, salespeople can ensure their pitch is actually being heard.

Two Bonus Benefits You’ll Experience From Send Time Personalization

Send time personalization has a few other bonus benefits too.

奖金：停止错别字进入您的整个列表

Have you ever sent an email with a typo? Since there’s nothing you can do about it after you click send, I’m not sure what’s worse – the actual mistake or the spelling geniuses that email you back to tell you about it.

发送带有错别字的电子邮件会产生尴尬，从小到威胁工作。是否是向客户诅咒或者forgetting to use BCC，，，，you do not want your brand to be represented by filler text and errors.

Personalized send times can reduce the scale of these human errors to at least part of your list.

奖金：A/B更自信的测试

或者，如果您想尝试更多复杂的分式测试，也可以使用个人发送时间来测试一些主题行或CTA。由于开放率通常应该更高，因此您可以更快地确定治疗速度的统计显着性，并向更多的列表成员发送较高的版本。

如何从发送时间预测和跟踪你的ROI Personalization

When you implement send time personalization, you should expect 5-35% more opens, and 15-100% more clicks, according to第七感官的研究。假设您有一个清单：

• 15,000个联系人
• 30％的开放率
• 2% clickthrough rate
• 电子邮件流量的10％访问者到线索转换率
• 每个潜在客户价值$ 1000

因此，对于使用第七感官的每个电子邮件广告系列，您可以期待：

• 60个合格的网站访问者（点击增加了20％）
• 另外6个线索（占10％的访客）
• $6000 of value entering the pipeline

Since Seventh Sense15,000联系每月费用$ 100，，，，you are going to get an exceptional payback, no matter how many campaigns you run in a month.

Here is how to run that math yourself:

没有发送时间个性化

总触点x平均点击率x x访问者铅转换率的电子邮件流量x值/leds =添加到管道的总价值

随着发送时间个性化

总触点x平均点击率*1.2 x电子邮件流量的访客铅转换率

您也可以使用Seventh Sense Email Marketing Dashboard实时跟踪这一点。

Request a Consultation with THE Expert on Email Marketing

在过去的几个月中，随着我们与第七含义建立了整合，​​我们已经很好地了解了创始人Mike Donnelly。我们的首席执行官皮特·卡普塔（Pete Caputa）本人是数字营销的长期从业者，他说：“我不认识一个对电子邮件营销了解的人，而不是迈克。”

If your email marketing results have been declining, you can contact Mike (LinkedIn，，，，Twitter，，，，Seventh Sense网站）免费咨询和演示。如果您时间不足（哈哈），则demo only takes 20 minutes。