Should you simply send out an e-mail Monday morning, right after you wrote it?
Or maybe schedule for Friday evening at the end of the day so you can finally close up shop and go home?
Hopefully, you’re savvy marketing gut is saying, no, no, no. Monday morning and Friday evening aren’t exactly prime e-mail opening time.
Let’s explore the “optimal times” to send promo e-mail that will actually get read:
In 2013, Marketing Sherpa provided an interesting report on e-mail marketing.
Here were some of their study’s most interesting results:
Let’s try to clear up the muddied waters.
Here’s a chart summary of MarketingSherpa’s results:
Note the higher open response is generated on Tuesday, Wednesday, and Thursday.
My experience indicates…
When considering the timing data, here’s a couple side notes I’ve gathered from my own consulting experience…
The optimal timing for sending promotional e-mail varies depending on your industry and target demographic. Typically, retailers I work with report good results on Friday afternoon, Sat AM, Sun AM, while B2B clients have better luck sending e-mail out on Tuesday, Wednesday, and Thursday.
I recommend my clients select a starting point (like Tuesday for B2B, Saturday AM for B2C) and run a little experiment. Split the lists into three different groups, and send the same message out to these different groups at three different dates/times. Track the campaign results and see what days and times yield the most opens and engagements.
By conducting an optimal time experiment with your specific audience, you can derive the optimal time(s) for your organization.
Want to learn more e-mail marketing tips?
Learn more digital marketing tips and tricks by enrolling in Hannah’s DIY Marketing & PR for Busy Professionals online course. Graduate from this all-inclusive educational experience with a top notch marketing and public relations strategy along with the nitty gritty know how to execute in a way that gets RESULTS. Visit: www.mprcourses.com for more information.
About Hannah Becker:
Hannah Becker is a millennial author, entrepreneur, and marketing consultant. She currently helps brands increase millennial market share through digital strategy and public relations. Follow Hannah on Twitter@MotivatedGenY