One of the factors that will affect the engagement and retention rates of your campaigns is the time these campaigns are delivered to your target audience. Different consumers read their notifications at different times; some may read them first when they wake up from bed, and some may choose to check them out during their lunch break. 

As a marketer, you need to have such insights if you want your campaigns to be effective. Scheduling emails or SMS campaigns to be sent out at once is no longer the best way to go, especially if your target customers are in different time zones. But even if they are in the same location and time zone, their ideal time for reading messages is usually not the same. 

In this article, we want to discuss how you can use delivery time personalization to get more engagement for your campaigns. Let’s dive in!

Adopt to individual use patterns and schedule 

The first thing you need to do is acquire the data of how everyone on your contact list uses their devices and when they will likely check out the notifications. This data can then be integrated into your email marketing tool to schedule emails to different contacts based on user behavior. 

The good news is that you don’t have to get all this data manually; several marketing automation and email marketing tools can help you gather this data. You may also have to personalize the message based on the day and time you have sent it. For example, if you send the message in the evening, it is best to start it with the “Good evening” phrase.

This makes it more personal and will increase the chances of retaining the attention of that customer to read your entire email and possibly click the links you added to it.

The marketing channel matters 

Consumers also tend to use different apps at different times of the day, so you need to have this in mind as well. For example, some users will probably use Instagram in the afternoon and read emails very early in the morning. Whereas another person my open emails in the afternoon and Instagram during the night. 

The choice of which app to use usually depends on the mood and the obligations the user has to attend to. As a marketer, you need to study this behavior to create the most effective delivery time personalized campaigns. All this information can be gathered by marketing automation tools, so take advantage of them to get this useful data. 

Update your data in real-time

One thing is for sure; consumer behavior will always change over time. You will be surprised that the person who used to open their emails during the lunch break now does so in the morning as they are having their breakfast. Such behavior changes usually happen due to changes in roles and priorities. 

As a marketer, you need to be aware of these changes and ensure your database is updated in real-time. Again, there are tools available to help you capture this data, make good use of them. When you notice such changes, make sure your personalized scheduler is updated in real-time as well. If all your marketing tools are seamlessly integrated, all the changes captured will automatically be considered while scheduling delivery times for the next campaigns. 

Final thoughts

Delivery time personalization is one of those marketing strategies that most marketers never think of. However, its impact is huge because different consumers use their devices to access different apps at different times. Integrating this data into your marketing tools will help create a personalized schedule for every user based on their behavior. This increases your chances of getting their attention.