Timing matters. Whether you’re sending a promotional email, a newsletter, or an important update, hitting your subscribers’ inboxes when they’re most likely to check email—like first thing in the morning—can make a big difference in open and click rates.
But what happens when your mailing list includes people across time zones? Scheduling your email for 9AM might work great for your East Coast subscribers, but it could land in the middle of the night for those on the West Coast… or way off the mark for your international audience.
That’s where time-zone delivery comes in.
Deliver at 9AM (Their Time), Not Yours
With time-zone delivery, you can schedule your message to arrive at the same local time—say, 9:00 AM—for everyone on your list, no matter where they live. It’s a great way to boost engagement and ensure your emails land at just the right moment, whether your audience is in New York, San Francisco, or Sydney.
How to Use Time-Zone Delivery in Direct Mail
To set up time-zone delivery:
- Click Send Campaign in the toolbar—the same as you would for a regular campaign
- In the window that appears, locate the Schedule settings
- Choose Send Later
- Select the time you want the campaign to send
- Instead of your local time zone, choose Recipient’s Time Zone
Click the Schedule button once you’re ready to send the campaign.
What to Expect During Delivery
When you use time-zone delivery, you’ll notice a few differences in the delivery of your campaign:
- Because some of your recipients may be in time zones ahead of you, don’t be surprised if some emails are sent before the appointed time arrives in your own time zone.
- Because some of your recipients may be in time zones that are much later than you, Direct Mail will not show the campaign as fully sent until up to 24 hours after the appointed time arrives in your own time zone.
- Direct Mail learns the time zone of each recipient based on historical open- and click-tracking data. If no such data exists for a particular recipient, Direct Mail will deliver to them at the appointed time in your own time zone.
Time-zone delivery is a powerful way to make sure your emails show up when they’re most likely to be seen, no matter where your audience is located. It’s just one more way Direct Mail helps you send smarter, more effective campaigns with less effort. Give it a try on your next send and see the difference it can make!
