How do ESPs handle timing for automated sends?

ESPs handle automation timing in various ways, affecting when your triggered emails actually send.

Immediate sends:

Some triggers fire emails immediately (within seconds/minutes). Transaction confirmations, password resets, and real-time alerts typically send as fast as the system can process them.

Delayed sends:

Many automations include intentional delays. "Send 2 hours after cart abandonment" or "Send 3 days after signup." The ESP queues these and sends at the specified time.

Send time optimization:

Some ESPs offer AI-driven send time optimization, analyzing when each individual recipient is most likely to engage and adjusting send times accordingly.

Time zone handling:

Better ESPs can send at specific local times. "Send at 9am recipient's time zone" means the email sends at different times for different recipients.

Business hours sending:

Some systems can hold emails to send during business hours or avoid sending at inappropriate times (like 3am).

Rate limiting:

To prevent volume spikes that hurt deliverability, some ESPs throttle automation sends, spreading them over time.

Processing delays:

Even "immediate" sends have some processing time. High-volume platforms may have queues. Understand your ESP's typical latency.

What to ask your ESP:

How quickly do triggered emails send?
Can I set delays by time, days, or conditions?
Is send time optimization available?
How is time zone handled?
Are there rate limits on automations?

Timing is part of the message. A cart abandonment email 30 minutes after abandonment performs differently than one 24 hours later. Understand how your ESP handles timing.