Should automated emails be sent based on the user's time zone?

For most marketing automation, yes, time-zone-aware sending improves results:

Benefits:

Emails arrive during recipient's active hours. Higher open rates because messages are not buried overnight. Better click and conversion rates from timely delivery. Reduced complaints from poorly timed sends.

When time zone matters most:

Any send where timing relative to recipient's day affects relevance. B2B emails targeting business hours. Morning or evening sends intended to catch specific moments.

When it matters less:

Immediate transactional emails (password resets should send instantly). Time-sensitive alerts that need to arrive regardless of hour. Audiences concentrated in single or few time zones.

Requirements:

Accurate time zone data per recipient. ESP capability to schedule by recipient time zone. Fallback logic for unknown time zones.

Time-zone-aware sending respects recipient context. It is a relatively simple optimization with meaningful impact for global audiences.