Insights: heatmap, subject lines, best time to send
Patterns across your campaigns, not one campaign at a time.
Analytics → Insights looks across all your campaigns for patterns a single report can’t show. It needs a few sends before it says anything useful.
The engagement heatmap
A grid of weekday against hour, shaded by when your audience actually engages, with the peak window called out.
It reflects your people rather than a survey of the industry. A B2B list and a consumer list produce completely different grids, which is exactly why generic “best time to send” advice is worth so little.
Best time to send
Derived from the same data: the best weekday and a three-hour window, by clicks. It comes with a confidence level, and a low one is worth respecting — on a handful of clicks, the “best” window is mostly noise.
Times are in your account's time zone
Set it in Settings. A recommendation read in the wrong zone will have you sending hours early.
Subject-line analysis
Groups your subject lines by trait — emoji or not, personalized or not, question or statement, short or long — and shows how each performed.
Treat it as a prompt rather than a rule. “Questions do better for you” is worth testing deliberately; it isn’t proof, because you didn’t send the same email both ways.
Why the numbers are trustworthy
Two decisions do most of the work here:
- Weighted by volume, not by campaign. Averaging per-campaign rates lets a send to twelve people count as much as one to twelve thousand. These are weighted by how many were actually delivered.
- Small sends are excluded. Below a floor of recipients, a campaign can’t distort a bucket — one 20-person test with a freak click rate won’t make Tuesday look magical.
Common issues
Everything is empty
Not enough campaigns yet, or none clearing the minimum size. Insights needs a handful of real sends.
The heatmap only shows one column
You always send on the same day. It can only report the times you have actually sent — try varying it if you want to learn anything.
Subject-line analysis shows nothing for a trait
You’ve never used it, or not above the size floor. Send a few with emoji and it’ll populate.
FAQs
Does it include automation emails?+
No. A flow has one subject line and months of sends, so folding it in would let one drip dominate every average. They have their own tab.
Is “best time to send” based on opens?+
Clicks. An opens-based recommendation would largely be measuring when Apple’s servers fetch images.
Can I schedule sends to the recommended window automatically?+
Not automatically — schedule the campaign for it yourself. Inside an automation, a Wait until step does the same job.