Klaviyo Marketing Mastery

Unraveling Klaviyo Smart Sending: When's the Best Time?

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The timing of your email sends can significantly impact your marketing results. The dilemma of "when to send" has always been a pressing concern for email marketers.

Klaviyo's Smart Sending feature seeks to address this by utilizing a combination of advanced algorithms and user behavior insights. This ensures emails are sent at times when recipients are most active and receptive.

Curious about the impact of Klaviyo Smart Send Time on email campaigns? Let’s explore its revolutionary approach and see the boost it can bring to your marketing strategies.

What is Klaviyo Smart Sending?

Klaviyo's Smart Sending is a meticulously designed feature that stands out in the sphere of email marketing solutions. At its core, Smart Sending combines cutting-edge algorithms with behavioral data to optimize email dispatch times.

The primary components of this feature include:

  1. Behavioral Analytics: Klaviyo studies subscriber behaviors, such as when they typically open emails, their browsing and purchasing patterns, and overall engagement trends.
  2. Algorithmic Predictions: Based on the collected data, Klaviyo's algorithms predict the most opportune moments to send emails, ensuring maximum visibility and engagement.
  3. Adaptive Learning: The system continuously learns and refines its recommendations based on ongoing subscriber interactions, ensuring a dynamic and responsive approach.

Traditional email marketing often relies on generalized "best times" or static schedules, leading to potential engagement pitfalls. 

The challenges with such traditional methods include emails getting lost amidst the barrage in a subscriber's inbox or being sent at times when subscribers are least active, leading to decreased open rates and overall engagement. 

Furthermore, static schedules do not account for individual subscriber behaviors, rendering a one-size-fits-all approach.

Klaviyo's Smart Sending aims to transcend these challenges. By offering a personalized approach to each subscriber, it ensures that emails are dispatched not just based on broad trends but individual preferences and behaviors. 

This means your email is more likely to land in a subscriber's inbox at a time when they're most receptive, leading to increased open rates, more meaningful engagements, and a more unique experience for the end-user.

Benefits of Klaviyo Smart Sending:

Subscribers' inboxes are often inundated with a plethora of messages, leading to what's commonly termed as 'email fatigue'. This phenomenon occurs when recipients become overwhelmed by the sheer volume of emails, often leading them to ignore, delete, or even unsubscribe from email lists.

Here's where Klaviyo's Smart Sending comes into play:

  1. Combating Email Fatigue: One of the standout features of Smart Sending is its ability to gauge the optimal frequency and timing for sending emails to individual subscribers. By doing so, it ensures that recipients aren't overwhelmed with too many emails in quick succession, thus mitigating the risk of email fatigue.
  2. Boosting Engagement Metrics: Klaviyo's Smart Sending isn't just about sending emails at the right time; it's about maximizing engagement. By optimizing send times based on individual recipient behavior, it significantly improves open rates and click-through rates. This means that not only are more subscribers viewing your content, but they are also interacting with it more actively.
  3. Personalized Email Experiences: In an era where personalization is paramount, Smart Sending shines by providing tailored email experiences. By analyzing past recipient behaviors and preferences, it ensures that emails land in their inboxes at moments when they're most likely to engage. This level of personalization fosters a deeper connection with subscribers, making them feel valued and understood.

Klaviyo's Smart Sending is more than just a feature; it's a strategic tool that, when leveraged effectively, can transform the way brands communicate with their audience, making every email count! 

How Smart Sending Time Works?

Klaviyo's Smart Sending isn't a static feature but rather a dynamic process that evolves through three distinct stages, each designed to optimize the timing of your email sends. 

Here's a breakdown of how this feature, powered by sophisticated algorithms and a wealth of data, functions:

  1. Algorithm and Data Processes: Klaviyo's algorithm constantly refines its decisions based on an evolving repository of user interactions, preferences, and behaviors. The data, ranging from open rates to purchase patterns, is analyzed to offer insights that inform the Smart Sending algorithm, enabling precise decisions on optimal send times.
  2. Key Considerations: Several factors are integral in determining the best send times:
  • Recipient Behaviors: Observing when and how subscribers interact with emails, from opening to clicking on links.
  • Time Zones: Adjusting send times based on geographical location to ensure emails arrive at appropriate local times.
  • Past Engagement Metrics: Utilizing historical data to refine predictions, taking into account previous open rates, click rates, and overall engagement.
  1. Automation vs. Manual Input: While Smart Sending offers significant automation, Klaviyo also provides avenues for manual intervention. Marketers can adjust the system's recommendations, ensuring that the send times align with overarching campaign goals.

3 Stages of Smart Sending Time

Stage 1: Data Collection - Initial Exploration

In this initial phase, Klaviyo sends emails to subscribers at random times within a 24-hour window, adjusted to each recipient's local timezone. The primary goal is to gather diverse engagement data without being constrained by specific timings.

Stage 2: Analysis and Optimization - Targeted Timing

After assessing the data from the first stage, Klaviyo identifies a time with peak engagement. Subsequent emails are then scheduled around this optimal time - a couple of hours before and after. 

For example, if 8 a.m. is deemed optimal, emails might also be sent at 6 a.m. and 10 a.m. This approach refines the data, capturing any variations in subscriber behavior.

Stage 3: Feedback and Refinement - Precision Dispatch

With a wealth of data now available, Klaviyo employs the 'Precision Dispatch' feature. Here, emails are dispatched at one specific time in each recipient's local timezone, ensuring uniformity. Given the synchronized dispatch, Klaviyo maintains this send time without further modifications in this stage.


It's essential to periodically revisit these stages as subscriber behaviors and preferences evolve. This cyclical strategy ensures email campaigns remain attuned to the ever-changing patterns of your audience.

How to Set Up Klaviyo Smart Sending?

Setting up Klaviyo Smart Sending is straightforward process, and with a few steps, you can have it activated. Here's a step-by-step guide to get you started:

Step-by-Step Activation and Configuration:

  1. Go to Settings: On your Klaviyo dashboard, click your organization name at the bottom left.
  2. Navigate to Email Settings: Choose "Settings" and then select "Email". Proceed to "Sending preferences".
  3. Adjust the Sending Window: The default setting for the Smart Sending window is 16 hours. If needed, modify this duration under "Smart Sending Period".
  4. Handling Transactional Emails: If you send transactional emails, tick the "Ignore transactional messages" option. This ensures critical emails like order confirmations aren't delayed by Smart Sending.

Prerequisites and Data Requirements: For Smart Sending to function optimally, it's essential to have a reasonable amount of subscriber interaction data. This data helps Klaviyo's algorithms make informed decisions on the best send times. The more engagement data you have, the more accurate and effective the Smart Sending feature will be.

Complementary Features and Integrations: Klaviyo offers a suite of features that can complement and enhance the effectiveness of Smart Sending.

Consider integrating segmentation tools to categorize your audience based on behavior, preferences, or demographics. This allows for more personalized campaigns.

Additionally, Klaviyo's analytics dashboard can provide insights into your campaign's performance, helping you refine your strategies further.

By leveraging Smart Sending alongside other Klaviyo tools and features, you can craft email campaigns that not only reach your audience at the right time but also resonate with their preferences and behavior!

General Email Send Time Optimization Strategies

While Klaviyo offers a robust solution for optimizing email send times, it's essential to understand the broader principles that underline the importance of timing in email campaigns.

The Significance of Timing:

  1. Recipient Availability: Sending emails when recipients are likely active increases the chances of your email being seen and opened.
  2. Avoiding Inbox Clutter: Emails sent during peak times might get buried under a pile of other emails. Timing your sends strategically can ensure your email stands out.
  3. Aligning with Recipient Routines: Understanding the daily routines of your target audience can help in scheduling emails. For instance, sending a promotional email during lunch hours might yield better results than in the early morning.

Broader Best Practices:

  1. Study Your Audience: Different demographics have different active times. A working professional might check emails early in the morning, while a college student might do so late at night.
  2. Consider Time Zones: If your audience is global, ensure you're sending emails adjusted to various time zones.
  3. Analyze and Adapt: Regularly review the performance metrics of your emails. If a particular send time consistently underperforms, consider testing a different slot.

While tools like Klaviyo provide automation and data-driven insights, understanding the foundational principles of email timing can significantly improve the effectiveness of your campaigns.

Comparing Klaviyo Smart Sending to Other Platforms

Klaviyo's Smart Sending offers a unique approach in the sphere of email marketing. However, to gauge its true efficacy, it's essential to juxtapose it with features from other email marketing giants like Mailchimp, HubSpot, and SendinBlue.

Here’s a comparative breakdown:

Comparative Analysis:

  1. Klaviyo vs. Mailchimp: While both platforms are equipped with send time optimization, Klaviyo's data-centric algorithms are often viewed as more adaptable. Mailchimp, on the other hand, is recognized for its user-friendly interface and wide array of template options.
  2. Klaviyo vs. HubSpot: HubSpot's strength lies in its comprehensive inbound marketing tools, making it more than just an email platform. Klaviyo's specialized focus on email, particularly eCommerce email marketing, gives it an edge in detailed email campaign analytics.
  3. Klaviyo vs. SendinBlue: SendinBlue is applauded for its transactional email services and SMS functionalities. Klaviyo's Smart Sending, though, offers a more in-depth approach to optimizing send times based on user behaviors.

Klaviyo's Strengths and Areas for Improvement:

  1. Strengths: Klaviyo shines in its granular data analysis, offering actionable insights and seamless integration with various eCommerce platforms.
  2. Areas for Improvement: Some users find Klaviyo's interface a tad complex, especially when compared to more streamlined platforms like Mailchimp.

User Feedback and Reviews:

A common sentiment among users is Klaviyo's unmatched depth in email campaign analytics. However, when it comes to straightforward functionalities, platforms like Mailchimp often get a nod, especially from smaller businesses or those new to email marketing. 

HubSpot users appreciate its all-in-one marketing suite, while SendinBlue's transactional email features are frequently highlighted.

To sum it up, while Klaviyo’s Smart Sending is undeniably powerful, the choice between it and other platforms often boils down to specific business needs, the scale of operations, and individual marketing objectives.


What is Klaviyo's approach to send time optimization?

Klaviyo uses data-driven algorithms that analyze subscriber interactions to determine the optimal send times for emails.

How does Smart Sending Klaviyo boost email open rates?

By ensuring emails are sent at times when subscribers are most likely to be active, Klaviyo's Smart Sending increases the chances of emails being opened and engaged with.

Can I manually adjust the Klaviyo smart send time?

Yes, while Klaviyo provides automated suggestions based on data, users have the flexibility to manually adjust the send times as needed.

Why is the timing of email sends so critical to campaign success?

Timing affects visibility. Sending emails when subscribers are active ensures better visibility, higher open rates, and increased engagement, leading to overall campaign success.

How does Klaviyo's Smart Send feature compare with other email platforms?

Klaviyo's Smart Send is known for its in-depth data analysis and adaptability. While other platforms offer send time optimization, Klaviyo's granular approach and eCommerce focus often set it apart.

What metrics does Klaviyo consider for determining the best time to send an email?

Klaviyo considers various metrics, including past open rates, click patterns, subscriber interactions, and demographic information to determine the best send times.

Are there any drawbacks or limitations to using Klaviyo's Smart Sending?

While Klaviyo's Smart Sending is powerful, some users find it has a steeper learning curve, especially for those new to email marketing. Additionally, optimal results require a sufficient amount of subscriber interaction data.


Klaviyo's Smart Sending is a game-changer in email marketing. By optimizing send times, it boosts engagement and ensures your emails land when they're most likely to be seen. The benefits are clear: more opens, clicks, and meaningful interactions with your subscribers.

As you sail the world of email marketing, give Klaviyo's Smart Sending a try. And as you do, keep in mind the tips and insights shared in this guide to maximize its potential. Your subscribers await the right message at the right time.

Happy emailing!

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