So you’ve made the decision to use email marketing for your company? That’s a good start, but no matter how hard you work to grow and segment your email list, none of it will help you unless your emails are actually opened. There are a number of factors that influence whether or not your emails are read. Timing is one of the most crucial factors. Because the time and day you send your emails can have a big impact on whether or not your subscribers open them and how much money you make, here are some pointers to consider when sending them out.
Here are some general rules of thumb to follow when email marketing:
- Daytime is better than night. While this may seem obvious, it is generally preferable to send out email campaigns during the day. When people are awake, that is – not dozing off.
- Avoid Mondays. On Mondays, it’s generally agreed that you shouldn’t send out email blasts. What is the reason for this? People are already dreading the weekend’s conclusion. They march into the office, where they are greeted by a deluge of emails accumulated over the previous few days. Chances are your email is buried deep in the mess, and is unlikely to get the time it deserves!
- Weekends are low-traffic days. Weekends are traditionally when people go out running errands and embark on adventures. Because weekend open rates are notoriously low, most marketers avoid them like the plague.
- Give a heads-up on an upcoming event. While 23% of emails are opened within 60 minutes of being sent, there are some lingerers who may not open your email for another day or two. Therefore it is important to send event-related emails 3-5 days before the event to be safe. That way you give more people a chance to engage with your event
- Tuesday, Wednesday, and Thursday are golden. Email marketers have traditionally avoided the Monday angst and Friday itchy-feet by sending email campaigns on Tuesday, Wednesday, and Thursday. Tuesday and Thursday are confirmed by MailChimp to be the two most popular days to send email newsletters.
A More Personalized Approach
So, is there really a universal “best time” to send marketing emails? The answer is no. it’s the best time for your target audience. In reality, until you figure out what times work best for your audience, there is no hard and fast rule for when to send your emails. Every email list is made up of a unique group of people with distinct preferences. And although general tips like the ones above are a great way to start, your best send time may or may not be the same as that of another marketer. Thankfully, there are several email marketing tools and products out there to help you save time and money by helping you create and enact an email marketing strategy best suited to your target audience. To learn more about these tools, check out our upcoming post on Powerful B2B Email Marketing Tools.
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