📈 Sending Messages at Random Times? You’re Losing Clicks and Engagement. Do This Instead

The Secret to Skyrocketing Your Click Rate: It’s All About Timing

Timing, both in terms of hour of the day and day of the week, affects the performance of marketing communications.

🧠 Key Insight

Customers are more likely to click and engage with a communication if it reaches them at a time when they have typically shown high activity: their preferred time of day, especially if it falls on their preferred day of the week.

Below are two aggregated views comparing engagement performance (open rate and click rate) as a function of distance in hours from each customer’s favourite time:

• Open rate and click rate peak around the favourite time, especially in the hours immediately preceding it (e.g., -1h, -2h).

• The favourite day of the week consistently outperforms other days, regardless of the specific time.

• Engagement drops off more sharply as the message is sent further away from the optimal time window

  
  

  

  
  

🛠 Methodology (High-Level)

• Historical interaction data was used to associate for each customer their respective “favourite time of day” and “favourite day of the week”

• Messages were then evaluated based on how close they were delivered to those preferred slots.

  
  

🎯 Application

These insights can guide time-personalised campaigns, where scheduling is tailored not just broadly, but per user, maximising the likelihood of meaningful engagement.

— — — — — — — — — — — — — — — — — — — — — — — — — — — — — — —

⚠️ DISCLAIMER: While the story and insights shared above are based on real analytical work, all data has been fully anonymised, aggregated, and stripped of any sensitive or proprietary information. No actual figures, customer identifiers, or company-specific details are included. The content reflects general patterns and methodological approaches that are commonly applicable across data-driven marketing strategies. Any resemblance to specific companies, systems, or clients is purely coincidental.