What Smart Sending Does
Smart send time
Delivers each message at the time a recipient is most likely to engage. The Smart send time option in the Schedule section is marked with an AI badge.
Suppress for fatigue
Excludes recipients who received a message in the last 22 hours. The number of recipients excluded is shown next to the toggle, so you can see the effect before you send.
Quiet hours
Avoids delivering messages overnight, between 8:00pm and 8:00am in each recipient's local time.
Projected impact
Before you send, you see an estimate of your projected opt-out rate and how delivery will be spread across the day. A confidence level (for example, Medium confidence) tells you how much to rely on the estimate. Larger audiences give tighter estimates.
When to Use Smart Sending
Smart Sending works best for:
Messages that are not time-critical, such as fundraising appeals, cultivation messages, and general updates.
Larger lists, where timing and fatigue have the biggest impact.
Lists with some message and engagement history, which helps predict send times more accurately.
When to Use Standard Sending Instead
Choose Send Now or Schedule instead when:
The message is time-sensitive, such as an event reminder, a day-of alert, or a deadline-driven appeal.
Your list is very small or new and has little engagement history. Predictions are less reliable in these cases.
How to Send with Smart Sending
Create your message and choose your recipients.
In Sending Settings, under Schedule, select Smart send time.
Choose a delivery option:
Send now (smart timing): Spreads delivery over the next 24 hours.
Send in a time window: Limits delivery to the days and times you pick, up to 7 days out.
Review the Projected impact panel, including the estimated opt-out rate and the projected send distribution.
Decide whether to keep Suppress for fatigue on. We recommend leaving it on.
Optionally, turn on Smart Fallback Optimization to exclude recipients who recently received a fallback message.
Select Send with Smart Sending, or Save as Draft to finish later.
Tips for Best Results
Review the projected impact and confidence level before every send.
Keep Suppress for fatigue on unless you have a specific reason to reach everyone.
Use Smart Sending on messages where a few hours of timing flexibility will not matter.
Open the Smart Sending tab on the message report after sending to see how it performed. The tab is always visible. If the message was not sent with Smart Sending, it will show no data.
Compare Smart Sending messages with similar standard sends to learn what works best for your list.
Frequently Asked Questions
Will every recipient get the message at the same time? No. With Smart send time, each recipient's delivery time is chosen individually, within the delivery window you select.
What if there isn't enough data to predict a recipient's best time? The projected impact panel shows how many recipients have a send time predicted just for them. Others are sent at a general default time.
Why were some recipients excluded? If Suppress for fatigue is on, recipients who received a message in the last 22 hours are skipped. The excluded count is shown next to the toggle.
Can I use Smart Sending with a segmented list? Yes. Smart Sending works with your entire list or a segment.
Where can I see results? In the Smart Sending tab on the message report.