The timing with which email marketers send their messages to targets can have a big bearing on response, according to one industry figure.

Elie Ashery, the president and chief executive of email marketing solutions provider Gold Lasso, suggested that the date a recipient is contacted could have more of an influence on a recipient than the exact time.

Mr Ashery compared the marketing technique to other forms of sales, where the “purchasing cycle” can help determine when to communicate with a client.

“Savvy email marketers have learned from their sales counterparts to view time as a holistic window into their customers’ needs, timing campaigns according to specific dates, relationship cycles and behaviour instead of obsessing over the right time of day to send email,” he told Media Post.

Recently-released figures show that few companies are thinking of sacrificing their email marketing campaigns, even amid the economic downturn.

StrongMail Systems’ Marketing Outlook survey found that only four per cent of firms quizzed intend to plan to cut their email marketing spend.ADNFCR-8000151-ID-19023448-ADNFCR

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