What Are the Advantages and Disadvantages of Sending Out an Email Marketing Campaign on the Weekend?
With all the industry studies that have been published over the years, one could make a compelling case that every day of the week is a good day to send an email marketing campaign. While most of the statistics focus on week days, the weekends should never be dismissed as they can generate responses that are just as good for some marketers. Are these the best days for you? Maybe. Maybe not. In this article we will go over the advantages and disadvantages of sending an email campaign on the weekend.
Free Time for Email
The week days are often busy times for consumers. They are occupied with the challenges of work, and the daily routine of maintaining the household. Some have children and school to tend to, others have to deal with tons of email on the job. For many of them, the weekends are the only time they have to themselves. That free time can be used to relax and do things the hectic week day grind would not allow, including checking email and surfing the web. Consumers in this segment are more likely to open and respond to a marketers message. If your campaign is designed to reach subscribers at home, the weekend could be the best time to send it.
No Desire for Email
Some consumers are so bogged with work and the other daily aspects of their lives, that they do not even want to see a computer on the weekend, let alone deal with the chaos in their inbox. These are people that would prefer to put anything associated with the work environment behind them. If most of your subscribers fall in this category, sending them your email campaign on the weekend could be a bad move. It is very possible that your message will be ignored, or deleted when the busy work week rolls back around. Neither scenario benefits your campaign efforts. Emailing subscribers at the wrong time will only increase the likelihood of them losing interest and reporting you for spam.
Keep Your Audience in Mind
When it comes to determining if weekends are a smart move for your email marketing campaigns, considering your audience is a must. Understanding their preferences and habits is critical when planning any type of timing or frequency strategy. Just because you are marketing to a business-to-business audience that has easy access to email during the work week, it does not necessarily mean they are available to take action. On a similar note, subscribers that have free time on the weekend may not be purposely avoiding their inbox.
Aside from testing, the best way to make the determination is to ask your audience what they prefer. Include a survey in your email or use one of the many available online services to post one on your website. Simply let subscribers know you need their help to ensure that your delivery is efficient and convenient for them. If your content is valuable to them, they will be more than happy to lend a hand.