This is a good guideline for an email marketing campaign. Timing is important. Looks like early or late is a winner. Skip the Mondays and Fridays. Learn to schedule. Learn to asseSS differently if your clients or recipients are retired. Lots to learn to get the email marketing campaign effectively done!
We've all heard that it's more cost-effective to travel on certain days of the week than others. To get the most out of your email campaigns, you need to know when and how often you should be sending out your email campaigns.
The goal is to get our emails read. So, it's fairly obvious how important it is to make sure it's sent out at the optimal time. Emailing at the wrong time will not get your emails read or prospects converted to clients. Likewise, sending your emails too often runs the risk of the dreaded unsubscribe. And, not emailing enough doesn't allow your contacts to get to know and trust you.
- What Days of the Week are Best? That really depends upon who you're emailing to. For instance, if you're emailing to professional people, it's more likely that they'll be checking their email during the work week. On Mondays, they're gearing up for the week and on Fridays they're buttoning everything up for the weekend. Tuesdays, Wednesdays and Thursdays tend to work the best for them.
On the other hand, if your audience is retired or in some other non-professional status, open rates work in reverse. For them, marketers often find that Sundays have the best conversion rates.
- What Time of the Day is Best? In general, it's best to send your emails first thing in the morning or after work. Schedule your email to send before 7 am EST so it will be in the east coast mailbox first thing and still reach the west coast mailbox early.
Having your emails delivered in the middle of a work day is generally a bad idea. People are busy and will either not read the email, or just briefly skim it before deleting it. Aim for times when people have a bit more attention to devote to reading your emails.
- How Often Should You Email? If your emails are short, you can email a couple times a week. On the other hand, if your emails tend to be lengthy, you won't want to send them out more than once a week. If you only have time for a bi-monthly email, schedule time for it. If you have a lot to say and the time to say it, go ahead and send out emails once or twice a week. Since consistency is key, keep in mind your own time restraints.
The time of day you email as well as the frequency are both important considerations when creating and sustaining an email marketing campaign. Make your choices early on and stick to them, so people can get used to receiving content from you at specific intervals. You might be surprised at how successful your email marketing campaigns can be.