We are often asked what day and time is most likely to achieve the best results when sending out an email campaign. The answer isn’t as straight-forward as you may think, details of which are covered in this informative report.
This is a question that we are asked often here at Constant Contact. Understandably, everyone (including myself) is looking for a silver bullet that will result in higher open and click-through rates.
There are reports available that can tell you what has worked for others (eROI put one out each quarter), but the truth is that it variesâ€”the quarterly reports showed a different day as the winner each month. While there is no absolute, there are some best practices to consider when it comes to when to send.
Consider your audience. If you are marketing to a B2B audience, they are more likely to be in their work email during the work week than the weekend. In the same way, don’t rule the weekends out for your B2C promotions. Lastly, if you have a list with subscribers in different time zones, you will want to keep that in mind.
Ask your email list what they prefer. You can do this in a quick online survey. Just let them know you want to send your emails at times that are better for them and ask for their help.
Test it. Split your list in half and send your email to one group on, for example, a Tuesday and the other on a Wednesday. Same thing goes for the time. Maybe you’ve settled in on Tuesday but aren’ t sure which time to send. Test it!
Provide excellent content. It’s not so much about when you send, but what you send. If you are careful to send quality content that your readers are interested in, you will see great results no matter when you send. Let relevancy be your guide and it will serve you well. And make sure to write a compelling subject line so the folks receiving your email will open it and get to that great content.