Published
Feb 20, 2026
Category
SEO
Industry
B2C athletic apparel enterprise
Success Story – Under Armour
Introduction
SEOJetty implemented AI-driven send-time optimization for Under Armour over six months. Shifting from standard batch sends to individualized timing boosted open rates, drove higher conversions, and reduced unsubscribes by 15%+.
Client Overview
Under Armour is a B2C athletic apparel enterprise (15,000+ employees) targeting global athletes and fitness enthusiasts.
The Challenge
Generic batch emails caused messages to get lost in crowded inboxes. This resulted in suboptimal open rates and high unsubscribe rates, signaling poor timing and inbox fatigue.
Goals & Success Metrics
Increase email open rates and decrease unsubscribe rates by at least 15% within a six-month optimization cycle.
Strategy
Deploy subscriber-level AI algorithms to calculate 1:1 delivery times. Rationale: Inbox visibility requires individualized precision timing, not just geographic time zone mapping.
Execution
- Phase 1: Analyzed historical engagement and time zone patterns.
- Phase 2: Developed predictive AI models for optimal send times per user.
- Phase 3: Integrated with their existing Email Service Provider (ESP) to launch A/B testing and real-time adjustments.
Measurement & Attribution
Tracked open rates, engagement by time cohort, and revenue per segment via ESP dashboards.
Results
- Unsubscribe rate: Decreased by 15%+ (6 months).
- Open rates: Substantial increase.
- Conversions: Higher conversion rates from optimally timed sends .
The Turning Point
Initial individualized timings misaligned with strict global promotional launches. We pivoted to hybrid scheduling windows to balance optimal timing with inventory coordination.
Lessons Learned
- Individualized timing heavily outperforms generic time zone mapping.
- AI models require continuous real-time engagement feedback.
- Operations must align with fragmented email deployment schedules.
What’s Next
Deploy predictive unsubscribe prevention modeling over the next 90 days.
About SEOJetty + CTA
SEOJetty engineers data-driven growth for global enterprises.
