The best time to send emails. Which day to choose?

When it comes to email marketing and the question of which day and time is best for sending marketing emails to newsletters and other email subscribers, the answer is “it depends.” Some marketers will tell you a specific day and the timing is good. Others will emphasize that a different day and time works best.

What’s the best day to send a marketing email?

Who will I trust? Do you need to avoid sending emails on weekends? Only send emails before 6pm? Don’t send an email on Monday morning?

The truth is, there is an art to choosing when sending email that depends on a variety of factors, including your level of experience with email marketing, your industry, and the habits and preferences of your customers. This article will examine a few ways to select the day and Best time to send email Through advanced practice for experienced email marketers, with the best approaches for those who are new to email marketing, to prospects and customers.

Follow the general marketing email “best practice”

There are numerous articles full of advice and opinions, including many general studies about the best days and times to send marketing emails. Over time, a consensus has emerged that it is best practice to send emails when people are online during major changes on Tuesdays and Thursdays. However, many email marketers also agree that Wednesday was also a good day to send emails. Most marketing bloggers agree that you should avoid sending emails on weekends or Mondays.

Sending emails during the day has become common sense, but at what time or time? We have already mentioned the passage time. So what does that mean? Again, there isn’t really a definitive answer, but many email marketing experts list the following seven periods:

  1. 6am because at least half the people start their day by checking their emails before getting out of bed.
  1. 8am is the reason why most office workers start their day by checking their email and usually the average time to start work.
  1. 10am because some email marketers decided that 8am was too early and discovered that 10am seemed to have a higher opening rate than before.
  1. 1 pm Because some people check their emails during or after their lunch break.
  1. 4 pm because some people might check their emails as a last hour break from their work day.
  1. 6 pm because it falls during or just after the evening commute.

As you can see, there are several days and times to choose from. When you’re new to email marketing, it’s best to start sending emails at 10am on Tuesdays and / or Thursdays until you can set the best day and time for your target audience. If this day and time does not work, try another time or another day. However, the success of your email campaign depends on factors other than the timing of sending them. If very few people open your email, it could be your subject line.

In addition, if the combination of many choices and days and times is too difficult, try the following tip.

Follow the advice of an email marketing thought leader

Based on best practices, there are no specific replies to the day and time of sending your emails, so it can be scary when you are new to email as a content marketing strategy. Instead of trying to follow all the tips, choose an email marketing thought leader tips and go from there.

For example, a popular content calendar and marketing tool subscription service, CoSchedule, brings up the top days and times of sending marketing emails from 14 email marketing studies. Their searches were similar to the best practices listed above, but they include more effective advice for you to try. They found that Tuesday was the best day and time to send an email at 10am, then Thursday at 8pm.

Further research shows that Tuesdays and Thursdays still had high open rates, with Fridays having the highest open rates. In addition, Friday had the highest click-through rate, meaning that people clicked on an email link to a landing page or other target webpage outside of email.

Again, if you just started experimenting with adding email to your arsenal of marketing tools, choose an expert of your choice and test their email marketing tips first to establish a standard. Once you’re comfortable, go to the next tip and the next more intermediate email time selection technique.

Perform visitor research to determine when to send email

The problem with best practice and general research is that the statistics they publish may not be relevant to your company’s industry or to your customers. They do not consider whether your business provides products and services for other businesses (B2B) or whether you specialize in consumer goods and services (B2C).

In the same hubspot study mentioned above, B2B emails sent to a general office worker work best from 8am to 5pm when sent at 10am, in the middle of the week. However, if your target B2B customers are executives or entrepreneurs, the best time to send your marketing emails is 10 a.m. Saturday. If you do B2C business, there may not be a standard day and time, but HubSpot found that Saturday had the highest opening rate at midnight.

Again, these tips are based on general statistics and not industry or job-specific data. Instead of relying on them, do detailed research on your target audience and compile customer profiles or customer personalities to include details about their industry, company, job, why they subscribed to your email list and the best time to reach them via email.

Once your research is complete, share your email list by personality or art and work function. Next, set your emails in each list based on the standard day and time in that section

Follow your own email test and research

If you proceed from using the “best practice” advice for researching your own audience to determine when to send an email, you can begin testing The best time to send marketing emails Each of your visitors section. Doing this will help ensure that you are sending the right message at the right time based on data relevant to your customers and your business.

To get started, you need to understand and determine which metrics to track and measure. For email marketing, these are:

  • Email opening rate (or) – Or the percentage that an email is opened. This is good for measuring the effectiveness of email subject lines. However, it’s not the best metric to use to determine when to send because it only tells you how many people read an email and how many people go through your sales funnel and that opening and clicking a link can lead to paying customers. Email
  • Email click-through rate (CTR) – CTR measures the number of readers who clicked on any link in the email you sent. You may or may not have to measure CTR for each email promotion because every email you send will not have a link as a desirable step.
  • Email Click-to-Open Rate (CTOR) – CTOR lets you compare the number of people who open an email you send with the number of readers who clicked on a link. This metric helps you determine which information is relevant and attractive to your target customers. The CTOR search formula is (CTR / OR) X 100 = CTOR. For example, if you send an email about a new promotion that has been opened 350 times and received 200 clicks, your CTOR is 57%.

Conclusion about the best time of day to send email

Now that you have a basic idea of ​​email marketing metrics, you can combine your customer research with your email metrics to test different email delivery times and determine the best day and time to send your email to each section of your customer list. You may want to update your customer profile and re-examine the day and time your standard email was sent, as the customer wishes and needs to change over time. What worked last year may not work today or next month.

The bottom line is, if your email delivery time is based on data and your customer personality, you’ll be able to send your email at the right time each time.

About the author

Ray Ko is the senior ecommerce manager at ShopPOPDisplays in New Jersey, shopPOPdisplays is a leading retail display manufacturer of point-of-purchase displays. With over 20 years of experience in branding, content, search engine marketing, is an expert in developing and implementing e-commerce strategies to drive ray site traffic, improve user engagement and increase revenue.

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