Timing your email marketing campaign

29th April 2011 By Louise Stephens in Email design

I have a little pop quiz for you this week, loyal email marketers. When you wake up in the morning, tumble out of bed and check your emails on your Blackberry or iPhone, how many of the new overnight-issued e-shots do you...

  1. Open?
  2. Save to read later?
  3. DELETE?

I remove anything sent to me between midnight and 6am from my inbox straight away. It’s not that I’m not interested in the content; I just assumed it has been automatically generated by a faceless organisation that hasn’t realised that I am going to be asleep. Most email marketers who send their material out at this time wrongly assume that if it’s the first thing their audiences see in the morning, they will read it. Wrong.

How many of you also do a spring clean of your email box every morning of all the unwanted e-newsletters you receive? A general rule of thumb when sending your emails is to issue them...

  • On a Tuesday, Wednesday or Thursday, during working hours (avoiding national holidays) if you are targeting businesses
  • On a Saturday, Sunday or weekday evenings (including national holidays) if you are targeting

However, this is just a guide as every business is different. In order to get the best out of your own mailings I would suggest:

  • Surveying your customers to find out what time works for them (you can do a simple poll on LinkedIn, Facebook or just ask them)
  • Use web analytics to work out when most people are visiting your site and adjust your
    email marketing timings to match
  • Testing your emails at different times of day and on different days to compare open and click-through rates

Whatever you do, really think about when your audience is likely to be most receptive and make sure you are distributing your emails consistently. Simples!

Do you agree with me? How else can you refine the timings of your emails to maximise return on investment?

Louise Stephens
About the Author

Louise Stephens

Louise is an email marketing consultant at little green plane. She advises and builds lasting relationships with our existing clients as well as handling all new business. Louise also conducts full demonstrations of our software and will advise on the right package for your business. Louise is passionate about email marketing and will happily train clients on a number of topics including; best practice, engaging your audience and getting the best return on your investment.