Silverpop claims scheduling delivery at the optimised time also solves international mailing challenges because with a single send messages are delivered at the optimal time, worldwide, eliminating the need to schedule multiple sends across time zones.
The feature is designed to address the long time challenge for email marketers of identifying the best day and time to send email.
This issue was highlighted in a study conducted by the Beta Research Corporation and sponsored by AOL.
It found that 34% of internet users surveyed check their email "throughout the day" while 23% prefer to read their messages "as soon as they wake up."
Other times people indicated their email was top of mind included right when getting home from work, during lunch and right before bed.
Encyclopaedia Britannica participated in the beta test by using the Engage Send Time Optimization feature for its promotional Spring Sales email. It sent half its list emails delivered at the same time and half using the tool.
Emails sent using Send Time Optimization generated 40% more revenue than those not using the feature.
Kassie Stephenson Adams, director of consumer marketing and campaign management for Encyclopaedia Britannica, said: "In this economy, it is more important than ever to take a one-to-one approach when engaging customers.
"Using Silverpop's Send Time Optimization feature has allowed us to deliver each email to the right person at the right time, positively affecting our bottom line."
Bill Nussey, CEO of Silverpop, said: "Marketers obviously want their messages to have high visibility when the recipient is looking at his or her inbox, but until now, predicting that ideal delivery time has been impossible.
"We have been very focused and have spent a great deal of effort perfecting our Send Time Optimization feature, and the results have proven to be beyond our expectations."
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