Optimal send time in scenarios and campaigns

When you send a campaign or run a scenario, every customer receives the message at the same scheduled time — regardless of when they're actually most likely to engage. Configuring optimal send time (OST) changes that: the platform delays each customer's message until their personal peak engagement hour, calculated from their own campaign history. The result is per-customer delivery timing that runs automatically, with no extra segmentation or manual scheduling required.

Use OST prediction directly in Scenarios using the Wait node, or in SMS campaigns and Email campaigns using the Schedule setting.

OST objective and packaging

OST optimizes for clicks by default. The previous "optimize for open vs. click" selector has been removed because open event data can be unreliable. When click data is insufficient, OST uses opens as a fallback.

In scenarios, OST can be calculated per messaging channel (email, SMS, MMS, RCS, push, or all channels). The messaging channel selector requires the Loomi AI Journey Orchestration package. Without this package, OST uses engagement data across all channels, available with the Loomi AI Audience Optimization package.

Send strategy

The send strategy controls how the system handles timing when a customer's OST falls outside your campaign window. OST offers 2 strategies. Choose based on whether you need a hard delivery deadline or a flexible window.

Optimal send time offers two send strategies: sending within a defined time window or before a specific time. Choose your strategy based on whether you need a hard delivery deadline or a flexible window.

Send within a time window

Use this when you want to set a maximum wait time rather than a specific delivery deadline. For example, a daily newsletter scheduled for 10 AM with a 12-hour maximum wait will reach each customer at their preferred time, but no later than 10 PM.

The message is sent:

• At the customer's best time within that window.
• Immediately, if no better time exists.
• Immediately, if the best time has already passed.

Send before a specific local time

Use this to guarantee delivery before a fixed local time. For example, a daily promotion that must arrive before 20:00.

To configure:

• Set a "send before" time, for example, 20:00.
• Configure a default time zone.

Use customer profile time zone when available is enabled by default to respect each customer's own time zone. Disable it to apply a single time zone across all customers instead.

The message is sent:

• At the customer's best time before the deadline.
• Immediately, if the best time has passed.
• At the deadline, if no earlier time is available.

Configure OST for scenarios

1. Go to Campaigns > Scenarios, click + New scenario and continue with + Create scenario.
2. Configure your scenario.
3. In the Nodes list, scroll down to Operator and add the Wait node.
4. Double-click the Wait node, select Optimal send time prediction, then select the messaging channel. The channel determines which campaign data is used to calculate OST. The messaging channel selector requires the Loomi AI Journey Orchestration package — without it, OST uses all-channel data by default.
   • Email
   • SMS / MMS / RCS
   • Push / mobile channels
   • All channels — uses engagement data across all campaign channels
5. Select the send strategy from the following:
   • Send within a specific time window: Sets the maximum wait time.
   • Send before a specific time: Sets a "send before" time and a default time zone. You can also enable Use customer profile time zone.

6. Save and Start your scenario.

Configure OST for campaigns

1. Go to Campaigns > Email or SMS Campaigns, click + New Email/SMS Campaign.
2. Select a template or continue with a blank one.
3. Configure your campaign.
4. Go to the Settings tab.
5. For the Schedule setting, select Optimal send time prediction.
6. Select your send strategy. Enable Use customer profile time zone to send at the right local time for each customer. If a customer's time zone isn't set in their profile, the default time zone applies

7. Save and Start your campaign.

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