What should you send?
What content or promotion will best serve your audience and get them to act?
Who should you sent it to?
An organically grown opt-in list? A purchased list? A partner’s list? What segment of that list?
When should you send it?
Weekend email sends are least effective
Sunday was the least effective day to send emails, with Saturday following close behind. Tuesday was rated as the most effective day for sending emails.
But, before you give your email marketing a day of rest, keep these three factors in mind when considering email timing.
Test to learn which days and times are most effective for your unique email marketing
• Consider how day and time of the week affects the performance of your email marketing.
• This chart provides ideas for days to test with your audience to find out what really works best.
This is the overall goal because the performance with, and even within the segments of your unique audience interested in your unique product and with your unique newsletters and promotions may vary greatly from what works for your peers. There is no single right answer for the best day to send that applies to every company.
To illustrate that point, when we look at the breakout data, Sunday was still the least effective for B2C marketers, but only 23% rated it as least effective, while 55% of B2B and/or B2G marketers rated Sunday least effective.
For marketers who have both a B2B and B2C audience, Wednesday was tied with Tuesday for most effective. Those working for a marketing agency or consultancy rated Wednesday as most effective. Marketers working in the professional, personal and financial services industries rated Saturday as least effective.
While 20% of marketers in retail, e-commerce or wholesale distribution rated Sunday as least effective, 40% gave the day a four or five (most effective). And, a whopping 60% of software, software as a service or video game marketers rated Sunday as least effective.
The point being, you have to test to know what works best for your business.
Before you test, make sure you can measure
Of course, before you can launch your first test, make sure you have a testing methodology in place so you can truly learn from your tests. If you are not able to test, at the very least make sure you are tracking email marketing performance.
Lastly, email timing would be easier if we all just lived in one giant time zone. Since we do not, understand the impact of the geographical spread of your audience on your send time.
Also, understand cultural differences throughout the regions you serve.
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