Blog
Best time to send email
Date:01 Jul 10
We often get asked: “when is the best time and or day to send my email?” We pay close attention to our content, subject lines, calls to action and targeting, but sometimes a lack of response is simply a matter of timing.Unfortunately "the best time of day to send email," is to say ‘it depends’ as we advise testing to discover the best time for your particular audience.
Here are some tips to look at that might help you in determining the best times for your email communications:
Look at your past results: go through your previous communications, there’s loads of insights in your reports, determine whether there has been any patterns with regards to higher read rates and responses.
Exploit benchmark data on open patterns: If you always send emails out at the same time, you have nothing to compare. Test different times and determine which days and times your open rates are higher.
Delivery considerations: do keep in mind that if you have discovered a best time to send, not all email leaves the delivery system simultaneously and reaches the recipient immediately. So if you have a "best time to send," when do you actually set the email campaign to go? Do you know how long it takes to get all the emails out the door? And should the "best time to send" be at the beginning, middle or end of this time period?
Apply logic: Do apply logic at all times. The "best" time can change of course, depending on what your email is all about. Entertainment messages on 'what to do over the weekend', usually works on Friday’s while information on business seminars will ordinarily be distributed during the week.
At all times, keep in mind, who your target market is, when they are most likely to read your messages and what time suits your product or services best. Test your messages, analyse your reporting and determine what works best for your specific communications.
