Email Marketing – The Timing and the Relevance
If you look hard enough you will find research on almost any given topic. For instance, were you aware that there are certain times when sending email marketing is probably a bad idea? There are also times when sending marketing emails makes perfect sense.
Monday and Friday – These two days are not as useful to email marketing as other days of the workweek. The primary reason is Monday is generally a time to get back into the swing of work, while Friday is a time to gear down. Your email is likely to be lost in the shuffle. Since most email marketing can be sent out on command this is something to consider when developing an email marketing campaign.
Saturday and Sunday – The weekend is generally throwaway days for email marketing for much the same reason as Monday and Friday. If someone is in the office on the weekend, the last thing they are interested in is marketing emails. If your email comes in over the weekend chances are pretty good your email marketing campaign will be subject to a readily used email purge without serious consideration.
It should be noted that you might find some receptivity to email marketing campaigns that are sent out to individual consumers late in the workweek or even early in the weekend. This is the primary difference between business-to-business email marketing and business-to-consumer marketing.
Tuesday through Thursday – These are the three days when all email marketing seems to have the greatest impact. Employees and business owners are fully entrenched in their workweek and the result is their minds may be better geared toward business decisions or consumer purchases.
Interestingly if you can send your emails out around either 9 am or 1 pm, response seems to be better than if you wait for either lunch or the end of the workday.
Essentially what we are seeing is if you can approach consumers and business contacts during the ‘trench’ part of the workweek, when their minds aren’t focused on either closing time or lunch you may stand a better chance at affecting a site visit and potential sale. You may even find fewer opt-out requests when you work within this simple time frame for email marketing.
Remember, no one likes junk mail and they don’t like emails that are thought of in terms of spam. Make sure your content is relevant to the topic the individual signed up for, make sure you can provide information or price reductions on products the customer may be interested in or has purchased in the past. Relevancy and timing are keys to acceptability in all email-marketing campaigns.