<b>Send time moved email EPC by 31%, same list, same offer</b>

<b>Send time moved email EPC by 31%, same list, same offer</b>
The Associates cookie lasts 24 hours; a click at the wrong hour expires before a buyer is ready. A kitchenware list tested send time. n=14,000 sends per arm.
— Tuesday 6am send: open-to-click 2.1%, EPC $0.29
— Sunday 7pm send: open-to-click 2.4%, EPC $0.38
Sunday-evening clickers were in browse-and-buy mode and converted inside the 24h window. Weekday-morning clickers opened at work, bought never.
<b>So what:</b> a click is worthless if it lands when nobody can check out. Map your send time to when the audience can actually complete a purchase, not when they open.

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Рядом по теме: @PipelinePapers (там про b2b attribution windows)