Results: When’s the highest converting time to send an email?

Did the horizontal or vertical table format win?

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Difference Between Versions:

Version A – Email creative, sent at 8 a.m. Pacific Standard Time (PST)
Version B – Exact same email creative, but instead sent at 6 p.m. PST

 


Key Performance Indicator (KPI): 

Open Rate, Unique Click Rate, Revenue, Average Order Value (AOV)


Test Goal:

Increase the number of readers opening the email and purchasing auto part products

 

Traffic Source:

Existing subscriber email list

 

Audience: 

Car enthusiasts - both vehicle owners and mechanic shop owners

 

Organization: 

Auto Parts Warehouse - online auto parts and accessories store

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Test Run By

Zeta Global

Test Run For

Auto Parts Warehouse

Test Run On

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WINNING VERSION

A

Poll Results - The Best Guesses:

Did the horizontal or vertical table format win?

  • Version B
  • Version A
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Ultimately, 8 a.m. was the winning time, but not across the board. . .

Read on to learn more about the effect of audience segmentation and email timing.


Test Details & Background:

To conduct this timely email test, Auto Parts Warehouse, an online auto parts and accessories e-tailer, teamed up with the data-driven marketing firm, Zeta Global.

The test goal was to determine the best day and time to send a promotional email to Auto Parts Warehouse subscribers – a large group of car enthusiasts and auto mechanics.


Hypothesis:

The testing team suspected email send time would impact conversions, but wasn’t sure when would work best. So, decided to test.


 

Poll Results - The Best Guesses:

Did the horizontal or vertical table format win?

  • Version B
  • Version A
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COMMENTS: Tell Us Your Thoughts.

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Deborah OMarissa Ryan Recent comment authors
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Marissa Ryan
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I find the results of this test really interesting! I think the industry this test is taking place in also affects the results. I ended up guessing “B” as the winner, based on other e-commerce tests that I’ve run myself in which the just-after-work timing was more effective than morning timing. Most of those high performers were for what I would consider ‘personal’ shopping, such as fashion, beauty, homewares, gifts, etc. This was for a more ‘industrial’ type of product. I always try to think about the factors at play and specifics like the user intent of purchasing large items… Read more »

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