E-mail marketing is an essential part of any effective digital strategy in today’s technological world.
However, even the best-written promo e-mail will prove to be worthless if it’s not sent out at an optimal time – a time that recipients will actually click “open” and read.
As a marketing consultant, I am routinely asked by busy entrepreneurs and marketers, “What’s the best time of day or day of the week to send out promotional e-mails?” Seems like just about everyone’s stumped on the “best time” to send promo e-mails.
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 organizations have better luck sending and 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.
About Hannah Becker:
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.