Timing is Everything: What is the Best Day to Send an Email Newsletter to Your Customers?
As a remodeling contractor who has been fairly busy during the economic recession, I can attribute my good fortune to a good work ethic, reputation and pro-active marketing efforts.
A huge reason I have been able to stay busy is I have a plan in place to generate consistent lead opportunities. You can sit back and wait for the phone to ring but it just won’t happen. Having a marketing plan doesn’t cost a lot of money but it does take work. Creating a newsletter and regularly emailing my clients is part of that plan.
Email Marketing Plan
If you’ve implemented an email marketing campaign and want to optimize how many people open and click-through your email, knowing what day of the week and time of day is the best time to send an email is a key element to ensure email success. Sending on the wrong day or time can negatively impact your email performance.
Time It Right!
Don’t shoot the messenger, but it’s not always how compelling, enticing or well written your content is that gets your email or newsletter opened and read.
Based on my research it seems that my newsletters have a five-day life. Most people will open it almost immediately but not really read it until a few days later. People prioritize so unless they’re waiting for your email for a specific reason they usually place it in the “to read” pile and read it at their leisure.
Why is it important to understand this? Well, if your advertising a promotion, contest or giveaway you definitely want to send it out five days before-hand to maximize participation.
Morning, Noon or Night?
According to a Pivotal Veracity study, early morning email delivery has the lowest open rates. This makes sense since the first time most people check their email is when they arrive at work, and the common habit is to delete anything unimportant in order to reduce clutter before the day starts.
The vast majority of the population lives in the Eastern Standard ime zone so unless your geo-targeting a different time zone it’s best to use the EST when sending.
Noon or lunchtime seems to have the best open rates (noon or 1:00 p.m. EST). This also makes logical sense as people tend to relax a bit when reading their emails at lunch.
Monday’s are considered the worst day to send mass emails if open rate is important to you (and, of course, open rate should be important to you). The logic, again, is that most people spend a majority of their time reading their their inbox while at work. When you come into work on a Monday, you instantly start deleting anything that seems like junk or unimportant so that your inbox isn’t overwhelming.
It’s also a fact that Internet activity in general reduces on weekends. This may be because people spend more time with their families, get outdoors more or are just burnt out from all their time online during the week.
Focus on the Midweek
Most studies support the idea that sending emails on Tuesday, Wednesday or Thursday will yield the best results. I’ve found this to be true as my best open and click-through rates occur around noon on either of these three days. However, before you take any studies on blind faith, make sure you run your own tests and see what works best for you!