Best Days of the Week to Launch Email Campaigns
By Jamie Turner, Chief Content Officer, 60 Second Marketer
One of the most commonly asked questions about email marketing is, "What are the best days of the week to send out emails?" Unfortunately, the answer is not a simple one. Studies designed to address this question have proven inconclusive. No two email campaigns are the same. As such, what might work for one customer base will not necessarily apply equally to another due to different campaign objectives or target audiences. With that in mind, consider the following analysis and how it best reflects your needs.
Monday
- Pro: Office work has not filled inboxes yet.
- Con: Consumers are in "work mode" and won't be focused on non-work tasks.
- Best Practice: Send emails late Monday morning, after consumers have cleaned the weekend spam from their inboxes.
- Pro: People have organized their week, and can find personal time for emails.
- Con: Emails poised for a weekend response may be too early.
- Best Practice: Use Tuesday for emails that request action during the workweek.
- Pro: Consumers are planning their weekends and gearing up for personal time.
- Con: Time during the workweek is running short, and requested action may be pushed back to the following week or even forgotten.
- Best Practice: Focus leisure and weekend notifications during these key weekend planning days.
- Pro: Studies indicate fewer total emails are sent compared to the rest of the week, increasing visibility among the myriad other messages.
- Con: Consumers hurry to leave the office early and may not take time to view non-work related emails.
- Best Practice: Send emails early in the day to give consumers more time to take action. However, an unopened email from Friday will sort to the bottom of an inbox on Monday and is often discarded.
- Pro: People check emails on weekends, so Saturday and Sunday may present untapped potential.
- Con: A weekend email may seem intrusive to some people.
- Best Practice: Focus on Saturdays as they may produce a better response rate.
One final word of advice: Conduct a proper and thorough evaluation of a test group. By consistently testing your email campaigns, you'll be sure to get the most bang for your marketing buck.
BIO
Jamie Turner is Chief Content Officer for the 60 Second Marketer, an online magazine that provides tools, tips and tutorials for marketers around the globe. The 60 Second Marketer is a division of BKV, a digital and direct response agency whose clients include AT&T, Equifax, American Red Cross and Six Flags.
LINK:
www.60SecondMarketer.com, www.60secondmarketer.com, www.BKV.com and www.bkv.com
