The Send Time Test That Doubled Revenue

Hey, Michael from AdSumo Digital here.

Had a client call yesterday that reminded me why testing send times isn't just about open rates, it's about revenue.

• Most brands assume evening sends work better for engagement

• Testing 10:30 AM vs 5:00 PM revealed a shocking revenue difference

• Morning sends allow customers to think about purchases all day

• The brands that win, test what everyone else assumes doesn't work

The $3,000 Send Time Discovery

One of our wellness brands was sending their newsletter at 5:00 PM. Decent opens, okay clicks, but revenue was... meh.

So we ran a simple A/B test: 10:30 AM vs 5:00 PM.

Evening send (5:00 PM): $1,491.71 in revenue
Morning send (10:30 AM): $3,014.50 in revenue

Same email. Same list. Double the money.

Why Morning Sends Win (Psychology)

The open rates were almost identical. The difference came down to when people actually buy.

Morning buyers see your email at 10:30 AM, think about it all day, then purchase when they're ready, whether that's during lunch, after work, or later that evening.

Evening buyers see your email at 5:00 PM, might save it for later, then... forget about it. By tomorrow morning, your email is buried under 20 new messages.

What We're Testing Next

Most brands won't send before 10:00 AM because they think it's "too early."

But here's what we're testing next: 8:30 AM and 9:30 AM sends.

Why? Because if 10:30 AM works this well, there might be a group of early risers who bulk order while having their morning coffee.

Your Action Plan

1. Test your current send time against 10:30 AM for two weeks

2. Track revenue, not just opens, that's where the real difference shows up

3. If 10:30 AM wins, test 9:30 AM next

Quick win: Set up a send time A/B test for next week's email campaigns. Split it 50/50 and watch the revenue difference.

Email Inspiration Of The Day

Email by JOYMODE

JOYMODE Email Breakdown: Timing is Everything

This email is a masterclass in product bundling and customer education. The genius? Making "timing" the central message instead of drowning customers in supplement jargon.

What makes it brilliant: They've transformed confusion into clarity by giving each product a specific "when" and "how" - turning a potentially overwhelming routine into a simple system customers can actually follow.

Design strategy: Clean, medical-grade credibility meets modern e-commerce appeal. The structured layout with clear sections prevents overwhelm while the bold CTAs and product shots maintain that direct-to-consumer energy.

The psychology: They've solved the biggest friction point in supplement marketing - customers not knowing how to use multiple products together. By making usage instructions as prominent as benefits, they've removed the guesswork that kills conversions.

Helpful Links Of The Day

• Why Unsubscribes Are Good for Your Klaviyo Email Marketing (Ecommerce)

• The Only 3 Things You Need To Know About Ecom Email Marketing in 2025

• 7 Most Common Ecommerce Email Design Mistakes To Avoid

Reply to this email if you have any questions about send time optimization.

PS - Need a retention audit? I'll review your current email setup and show you exactly where you're leaving money on the table. Book a call here.

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