If you are planning to launch an e-mail campaign, you may wonder: When is the best time to send your e-mail marketing correspondence? This is a valid question, because the time you decide to launch your campaign can have an impact on its overall results.
Experts have determined the following to be good times to disseminate an e-mail blast:
Best months: Program your message to go out once a month, with the exception of vacation months. That means that July and August are out. Send a quick “Summer is here!” themed message in June and a “How was your summer?” follow up in September (don’t forget to tie in your main marketing messages). Of course, if your business is focused on Summer products, sunblock and swimsuits for example, then you’ll want to focus your campaigns in the summertime. No matter what your business, a holiday message, complete with your seasonal special, is great for December. Then, send an e-mail newsletter once a month throughout the rest of the year.
Best days: Stick to Tuesdays, Wednesdays, Thursdays. These days are best because your audience is settled into a good work schedule so they are more receptive to your message on these days. Mondays and Fridays are out because the audience is preoccupied at the beginning of the week, and tuned out at the end of it. Obviously, Saturdays and Sundays don’t work for many types of businesses; but if your clients work on the weekends or you provide a service geared toward a “weekend” audience (retail, recreational products, etc.), then those days could perhaps work.
Best times: Try sending at 10:00-10:30 a.m. and 1:00-1:30 p.m. You want the recipient to see the message after the morning inbox cleanout (a ritual for many people with both personal and professional e-mail accounts), and the 1:00 hour also works because people tend to be in a better mood after their lunch break. It is a good idea to separate your email lists by location, so you can adjust the send time for clients who are in a different time zone than you.
The best time to send an e-mail is a question many business owners ask, and there isn’t a one-size-fits-all approach. Consider these suggestions, and adjust them as needed to tailor to the needs of your audience and you’ll be well on your way to a successful email campaign.