How the time of the send impacts engagement Experiment ID: #21281

Back to the Bible

Experiment Summary

Timeframe: 5/30/2019 - 6/13/2019

Back to the Bible was sending out an email to their housefile promoting their latest free resource. They wanted to see if an evening send would have any change on impact when compared to a send during the middle of the day.

Research Question

Does a later send time increase open rates?


C: Time Sent: 11:30 PM
T1: Time Sent: 5:00 PM


Treatment Name Open Rate Relative Difference Confidence
C: Time Sent: 11:30 PM 17.5%
T1: Time Sent: 5:00 PM 16.3% -6.7% 99.3%

This experiment has a required sample size of 7,735 in order to be valid. Since the experiment had a total sample size of 29,448, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    6.7% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

After 24 hours, we discovered that the email sent out at 5PM had a 6.7% decrease in open rates. This would seem to suggest that people were less likely to engage with the email outside of standard work hours. However, this type of learning is only something that can be definitively proven over the course of several experiments using multiple different types of emails.

Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.