The Optimal Time to Send Your Email
The definitive guide to delivering email success.
Pinpointing the perfect time to send an email to a prospect is the age old question. The short answer is, there isn’t a perfect time.
And although certain tools and stats can help identify a good window, there will always be some trial and error involved. And immediately expecting record open rates and responses is unrealistic. Don’t abandon your email campaign after one unsuccessful send. Instead, take all of these ideas into consideration,
- Subscriber list
- Day of the week
Reach and frequency are the two driving forces behind responses and action when sending an email. Understanding that bigger isn’t always better may help tailor your subscriber list. Think quality over quantity. Although this doesn’t always align with some internal strategies, keep in mind customers aren’t going to move any faster than they’re willing to go. And it may end up having a negative impact. Define and develop criteria and sift through the noise. It’ll be worth it in the long. And you’ll likely see higher engagement, thus higher quality leads.
Day of the week
Think about what you’re doing for most of the day during the week. More than likely you’re busy selling we hope so at least. And let’s face it, we have enough email to deal with from our co-workers. This creates an enormous opportunity for businesses to grab the attention of those who work during the week, over the weekend. And as much as we try to avoid it, many of us check our email over the weekend. Sending a promotional offer on Saturday and Sunday saw the highest unique open rate and more responses from recipients, with Sunday being the highest, according to Experian.com. Take advantage of weekend.
Yet despite popular belief, timing isn’t everything. Delivering an email to the right person at the right time is great, but don’t get too excited. If the content isn’t worth reading, they probably won’t be opening another email in the future. Make sure the content is relevant to your audience. There’s plenty of content out there. Use it.
Now take into consideration the device. We all develop habits of when and where we use certain devices. Especially mobile. It’s no surprise then nearly 48% of all emails are viewed on mobile devices. And when it comes to tablets, people opened more emails outside of regular business hours, probably in between Netflix episodes. Open rates and engagement obviously depend on when and where a person receives an email. But taking into consideration what device they’re on could have a positive impact on those numbers and give you the upper hand.
When all is said and done, there will never be the perfect formula. What works for one company, may not work for another. However, timing, context, iteration (and execution) will determine the impact of success.