Users often want to know when’s the best time to send their campaigns, and unfortunately, there’s no one answer. Ideal sending times vary by industry, day of the week, and your specific subscriber list.

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Typically, we tell people to test for your best time using A/B Split Campaigns, or compare the click rates on your Reports page. These types of tests and research can help you narrow down the right time to send your campaigns for maximum engagement from your subscribers. If you’re a paid user, you can try Send Time Optimization to take the guess work out of the testing process. It looks at your specific list and determines the best sending time for the subscribers you’re sending to, and distributes it at the optimal time.

How Send Time Optimization works

Our six million users send a lot of email to a lot of people. Some of those people receive campaigns from more than one MailChimp user, which means we have some data about their individual engagement patterns.

When you create a campaign and turn on the Send Time Optimization feature, we’ll use that data to pinpoint an ideal time within 24 hours of your selected send date, and send your campaign at that time.

To make sure that the recommended sending time is as effective as possible, we made a few decisions about how Send Time Optimization should work.

  • Send time recommendations are weighted toward subscribers with higher star ratings, so that times aren’t determined by subscribers who aren’t likely to engage with your email marketing.
  • We use a click-to-send ratio when we recommend a timeslot, to account for timeslots that have a higher-than-normal rate of sending. If we looked at clicks only, we might assume a timeslot showed strong engagement, but it actually only represented a spike in users sending campaigns.
  • New data comes in all the time. Each time you send a campaign, we use the newest available data to make a time recommendation.

Turn on Send Time Optimization

To use Send Time Optimization, click the   Let MailChimp optimize send time for maximum engagement option when scheduling your campaign.

If you want to schedule a campaign for today, be aware that Send Time Optimization can only be used if there are more than five hours left in the day in the  timezone set for the account. If there are less than five hours left in the day, the feature is not able to provide an optimal send time for that day.

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