STO (Send Time Optimization) is a feature that some email and marketing netherlands mobile phone number list automation platforms have that allows you to send an email at the most effective time and/or day for each user , taking into account the behavior that users have had when opening previous campaigns.
How does it work?
In order to send an email via STO, you will need to start storing data on your subscribers' behavior in the email campaigns you send. If your platform includes STO functionality, you can do this without any problem. It would work like this: For example, if we have data for a user, the email will be sent at the best time and/or day for them. Otherwise, if we do not yet have STO data for a user, the email will be sent at the time and day scheduled by default.
What does the STO function allow us to do?
Each tool that incorporates this functionality will have different STO programs. We highlight the following:
Basic STO program : Allows us to make the shipment at the best opening time for each user.
STO Program Best day and best time: Allows us to send at the best time and day of the week for each of the users.
STO Test A/B Program: Allows us to implement an A/B Test to compare the results we get when sending the email using the STO vs. without using it. This way we can draw our own conclusions.
How does our email marketing benefit?
The fact that a user receives an email at the most optimal time for him increases the probability of opening and interaction. In fact, based on our experience with some clients who have started to implement STO in their mailings, we can say that the Open Rate of email campaigns increases considerably. And not only that, but it also helps to reduce negative rates such as the Unsubscribe Rate . In this post from Oracle we can see more concrete results with an example from one of their clients.
