Using staggered sends in your email marketing

As product-led growth marketers, we want to increase product engagement so our users see the value of our products as quickly as possible.  

There’s no denying that email marketing plays an important role in user engagement, so increasing the chances of your email being opened and the reader taking action is key.  Staggered sends are a tool you can employ as part of your email optimization strategies.

What is staggered sending? 

Regular batch email campaigns simply send on a specific date and time to your whole audience.

A staggered send is where you batch your emails into smaller groups and send them over a period of time. In a staggered send, each smaller group will receive the email at a different time. 

Using Customer Journeys and Playbooks are a great way to ensure your emails are relevant and timely, but sometimes a larger batch email is relevant for your entire subscriber list. For example, you want to send an email to all subscribers with a very important product update. When it comes to this type of email campaign, staggered sending may be the way to go. 

Benefits of staggered sends

Staggered sends allow you to spread out traffic to your website to reduce the impact on your customer-facing teams and your website. 

Let’s say you're sending an email out to customers with a time-sensitive deal. You may have your sales team primed for the influx of calls, but by also doing a staggered send you can balance the traffic load on your website to avoid crashes at a crucial moment, and spread out inbound calls to your sales teams.

How to stagger sends with Ortto

This staggered sending feature is available for your email and SMS campaigns in Ortto as well as messages sent via journeys, and it’s super easy to use…

If your customer base is more global, it is also worth considering sending your emails within the person’s local timezone if you have that information. This feature is also available in the send options within Ortto.

We'd love to get your feedback and suggestions on this feature or you can submit feature requests on our roadmap which is accessible when you log into your Ortto account.

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