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How do you schedule and spread the sending of your campaign?
How do you schedule and spread the sending of your campaign?

In this article, I'll explain how to schedule your newsletter, send it scattered and why to send a newsletter scattered.

Carola avatar
Written by Carola
Updated this week

You may have already noticed that in your email settings, there are several settings to schedule and spread out your newsletter:

These settings allow you to schedule and send your email in 3 different ways. We'll explain them to you!

  1. Send immediately - with schedule (recommended)

  2. Send on a date - with a schedule (recommended)

  3. Send immediately - but really immediately

๐Ÿ‘‰ Send directly - with schedule (recommended)

Want to send your newsletter immediately? You can! Keep in mind that we will then make sure your newsletter is sent as soon as possible.

Are you sending your newsletter right away, but want to spread your traffic on your website? Then it's useful to set the delivery schedule. Here, you have the choice of sending the mailing within 1, 2, 4, or 8 hours. Try out what works best for you and your customers. In this example, I want the newsletter to be sent immediately, with a 4-hour spread. Which looks like this:

๐Ÿ‘‰ Send on a date - with the schedule (recommended)

Are you already planning your newsletters in advance? Great! That's something we always encourage for the most optimal sending. In this case, turn off the 'send immediately' option. In the example, we'll assume we want to send the newsletter at 11 a.m. on Friday, Feb. 10, with a 2-hour spread. Which looks like this:

This way, your newsletter will go out to your first batch of customers at exactly 11:00 am. The last batch of newsletters will go to your customers around 1:00 pm.

๐Ÿ‘‰ Send immediately - but really immediately

Imagine this: you schedule your newsletter for 7:30 p.m. And you really want your entire target audience to receive your newsletter at exactly that time. To make this happen, you only have to do one thing:

Schedule your newsletter at least 15 minutes before your sending time (earlier if possible).

Why? This has to do with our sending method. Whereas we used to start sending your newsletter exactly at 7:30 p.m., we now do so at 7:15 p.m. Therefore, keep in mind that in this case your newsletter is already prepared by us at 7:15 p.m. Every email is already prepared to be sent.

Use this setting:

Imagine this as a high-speed train leaving exactly at 7:30 p.m., with all passengers boarding the train at 7:15 p.m. This way it is really possible to leave at 7:30 p.m., given that you are already making preparations.

What happens if you still cancel your newsletter in this preparatory 15 minutes?

Do you see a small mistake in your newsletter and want to change it? Our tip: do this in time! Are you already within fifteen minutes before your newsletter is sent? Then the train, which is already moving slowly, goes on the emergency brake. We'll do everything we can to make sure your emails don't get sent after all. The faster the train moves, the more difficult this is. Therefore, unfortunately, we cannot guarantee that all your e-mails will be stopped.

Is it 7:30 p.m.? Great! Your high-speed train has left. All your thousands of e-mails are being sent at the same time. We emphatically say simultaneously. This is because this has some advantages, but also some disadvantages.

Advantages of sending all emails at the same time:

  • All your customers receive the same newsletter at the same time, with the same information

  • Your email is delivered at the exact time you had in mind, for each customer

Disadvantages of sending all emails at the same time:

  • E-mail clients also register that you send the entire newsletter at once. Because they register that thousands of emails are sent at once over the IP address, they can register this as a spam email.

  • All your customers will get your e-mail at the same time. This can cause a lot of extra traffic on your website. Your website must be able to handle this.

โ—Therefore, we advise all our customers to be careful with the new 'direct' sending, and only use it when necessary!

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