The Email Optimization panel gives you an easy-to-understand visual of what day of the week and what time of day your customers make purchases. By understanding what your customers are doing when, you can better target your retention marketing campaigns.
Use the date and segment filters at the top of the page to see how AOV is influenced by specific campaigns and/or timeframes. (You can always download this data as a .csv file using the download icon.)
Using Email Optimization to improve your marketing
Understanding your customers' purchasing patterns can help you increase the impact of your email campaigns. Often, marketers hit “send” whenever an email has been finalized, regardless of the day or time. This lack of optimization results in emails that land in customers’ inboxes during inconvenient times, making it less likely they will convert to a purchase. By taking advantage of purchasing pattern data, you can communicate at the moment your customers are most willing or able to complete a transaction.
Email Optimization graphs measure revenue, number of orders, and Average Order Value (AOV) relative to the time of day and the day of the week.
Common questions about Email Optimization
Answer: Use the segment selector at the top of the page to filter data using segments you've built with the Segment Builder.
Question: How long before a spike in conversions should you send out an email?
Answer: It's best to send an email 1 hour before the spike in purchasing. This helps to guarantee preferred inbox placement.
Question: Why are all my orders at the same time of the day or on the same day?
Answer: This is usually due to a problem with the data feed, which may be sending data which has the same time/day batch loaded. If you see this, check your data feed to make sure you're sending the individual information for each order.
Question: These times do not seem right; people are buying in the middle of the night and dropping off during the day. What’s going on?
Answer: This could be due to a timezone issue. When your data is loaded during onboarding, we use the timezone where your business is located. If you believe your timezone is not correct, contact Client Support to confirm the timezone for your data.
Question: Can you give me an example of how I can analyze/use Email Optimization data?
Answer: Here are two examples of how you can optimize your emails:
- Use the date picker to look at different times of the year when buying times could change. For example, buying habits could shift during different holidays, seasons, or flash sales. Understanding the behaviors around these time periods can help you craft special campaigns to maximize the lift you get during these periods.
- Look at different segments to see if you need to target different groups at different times. For example, if you have B2B and B2C customers, you may see different yearly purchasing patterns that you could target with special email campaigns.