Jimmy Kim argues that email send time alone can account for 31% of revenue variance when creative and subject line stay the same. He calls this the "temporal tax": marketers either lose money by sending at the wrong time or gain it by timing sends right.
Timing is not a myth. People think that timing is a myth. It's a nice to have. I'm going to send it at 8:00 AM every day, yada, yada, yada. But gone through a lot of data here over the time, and we'll continue to get data to continue to kind of quantify this. But the time of the day, as we're doing research, and I was out there doing research around what people have discovered in the past, and what I found was that time of day alone explained for up to a 31% of revenue variance with a creative. Same subject line, same list, and just a different clock. And that's 31%.
That's wild, man. I'm just hearing that for the first time. That's wild. I knew obviously timing was important, but I didn't realize a third of it, right, was related to timing. That's super interesting. I guess like the best way to think about this would be kind of almost like a temporal tax where you essentially kind of, for lack of a better word, like you pay it in lost revenue or you save it by sending smart, right? Subscribe to the pod.
