View Time Optimization
View Time Optimization
Consumers are spending more time online as they continue working and staying at home because of the current public health issue. Email browsing has contributed to this growth in internet activity. Moreover, despite the rise in popularity of social media, chat applications, and messengers, email has remained vital to digital communication and is still gaining traction.
By 2025, the number of worldwide email subscribers is expected to reach 4.6 billion, an increase of about 600,000 people from 2020’s figure of 4 billion. Furthermore, email has higher click-through rates compared to social media when it comes to digital advertising.
Marketers face a difficult task in breaking through the noise to reach this large, captive audience. View time optimization (VTO) provides a platform for companies to stand out and be seen when customers are actively involved. This article will discuss what VTO is, how it works, and what makes it a game-changer for email marketing. If you want your emails to stand out and your campaign to succeed, keep reading!
What Is View Time Optimization and How Does It Work?VTO helps in managing the inbox, increasing relevance, and improving the email experience for consumers through prioritizing email communications that consumers have signed up for and wish to interact with. The days of studying your open data to discover the “perfect” time to send email campaigns en masse are well behind with VTO. VTO calculates the best time to distribute emails to any inbox, including Gmail, Bing, Yahoo, Verizon.net, AOL, and Netscape Mail, to promote communication between brands, consumers, and prospects. As such, VTO prevents emails from being sent to current subscribers till they are able to access their mailbox. As a result, it shows up as a new message at the top of the screen. These are the emails that customers would receive on a regular schedule from well-known brands, not advertisements that businesses pay to appear. The email’s content is unchanged, and the sole difference is the moment it is delivered.
How Are Privacy and User Information Handled With VTO?VTO does not track users and does not disclose or sell personal information with senders or brands. Nobody keeps track of when people open their inboxes manually, and the information isn’t used for targeted advertisements. Instead, using a simple, automatic queuing system, VTO enables businesses to send authorized emails to AOL Mail and Yahoo Mail subscribers when they open their mailbox. Neither the sender nor the brand has access to such signals or any personal information.
Is VTO Capable of Assisting Brands With Email Ad Placement?No, VTO improves the distribution of emails to a company’s subscribers – emails from current email campaigns which would’ve still been sent whether or not VTO was used. Access to users’ inboxes is not sold by VTO, and it does not assist marketers in sending spam or placing adverts. All anti-abuse and anti-spam measures are still in place. Unwanted emails can still be blocked or unsubscribed from. VTO is about making it easier for the companies (retailers, organizations, and so on) that users have subscribed to reach out to them more efficiently. According to Verizon, VTO does not allow advertising to follow you directly. Instead, when a person goes into their email account, Verizon servers are notified, and the View Time Optimization tool delivers the ad that the company has already put up. Of course, this isn’t only for businesses who want to send you offers or try to persuade you to buy something. This feature also looks promising for any company that sends out emails, such as newsletter companies, media outlets, and political campaigns. Verizon also stated that their Terms of Service now prohibit tracking pixels and other intrusive ad technology, implying that firms would be unable to use invasive ad-tech while still having access to View Time Optimization.
What Is the Difference Between View Time Optimization and Send Time Optimization?Send Time Optimization (STO) is a popular email marketing technique, and View Time Optimization is a play on that. STO is not only utilized by Verizon but also by Mailchimp and a slew of other email marketing companies. It makes use of previously collected data about an email user to determine the optimal time to send them a new message. Send Time Optimization figures out when users are most likely to check their email and uses that information to assist marketers in timing their communications better. However, platforms that offer View Time Optimization monitors when users open their Gmail, Bing, Yahoo or AOL email clients, allowing the email to be delivered only when they are actively engaged with their inbox, removing the speculation from Send Time Optimization. If it appears right away, the research indicates that people are more inclined to open the email. Senders have historically depended on monitoring the behavior of users to figure out when someone would open their email using STO. STO is designed to provide the sender adequate information to determine the best moment for their emails to be sent. However, STO is confronted with a variety of issues:
- Timing: The purpose of STO is to increase the probability of users discovering and engaging with an email despite the ever-increasing and overwhelming amount of data they are flooded with. Unfortunately, STO does not guarantee that an email will be sent when a person is viewing their inbox. As a result, countless STO-delivered campaigns go unnoticed and overlooked.
- Privacy: We believe that tracking users is unethical. As such, they’ve taken steps to prohibit it, including making some types of user tracking a breach of their Terms of Service. Although they were among the first prominent email services to do so and were an early adopter, they expect it will turn into a standard in the long run. STO’s effectiveness will be limited as a result, requiring the development of privacy-friendly options for advertisers.