“When To Send Emails”

Hi Everyone

Research from Pure360 located in Brighton, England suggest email marketers should be choosy when sending emails.

They have broken down what times we should be sending marketing emails.

But before I talk about the research…

From my experience the best times have always been mid morning and you will discover this is not what Pure360 research suggests.

but the reality is…

I can see who has opened my emails and when (yes, if you have the right software this is possible) and have come to the conclusion an email opening lasts for about three days.

What I mean by this is once a marketing email is sent,  it has a life-time of around 72 hours.

After 72 hours only a few people on my list will open it.

So, whilst a particular time of the day can be researched it will all depend on what  message you are sending and to whom.

Here is an overview of what Pure360 discovered and my comments after each one in brackets:

1. “The Abyss” (10 p.m. to 9 a.m.)
Ineffective time to send email promotions. (Unless your list is to computer and social media people I would think.)

2. “Consumer AM” (9 a.m. to 10 a.m.)
Beginning of the workday, with consumers opening offers on clothes, live events, restaurants and consumer goods. (I believe you will be in ‘heavy traffic’ if it’s sitting there in their inbox when they get to work.)

3. “Do Not Disturb” (10 a.m. to noon)
Consumers don’t open marketing emails. (I disagree – I find this is a very good time to activate my lists.  This time of day allows people to clear their inboxes which means your message will not compete with others.)

4. “The Lunchtime News” (Noon to 2 p.m.)
Consumers are unlikely to open marketing emails during this period, opting instead to read news and magazine alerts. (Maybe but if your email is from a trusted source – yourself – maybe they would want to open it.)

5. “In The Zone” (2 p.m. to 3 p.m.)
Consumers only respond to email offers relating to financial services during this period. (See my comments under Point 4.)

6. “A Life-Changing Afternoon” (3 p.m. to 5 p.m.)
More emails related to property and financial services are opened between these hours than any other type of promotion.  (Again, See my comments under Point 4.)

7. “Working Late” (5 p.m. to 7 p.m.)
Holiday and B-to-B email promotions are more likely to be opened in these two hours.  (I do see a reduce opening of my emails during this period.)

8. “Last Orders” (7 p.m. to 10 p.m.)
Consumer promotions focused on clothes, sports and gyms are more likely to be opened during this period. (I find Social Media sites  like Facebook and Twitter works better at this time of the day)

The real point about email marketing open times is to TEST.

All emails you send should be able to traced to whom opened, when they opened and what links they clicked on.

And if you cannot do this yet then…

You need to obtain a different email marketing sending program.

Plus…

Maybe your emails are not adhering to the 7 Killer Tips I  have published over to the right???

The point of this post is to say – Make sure you TEST !

Don’t just believe a research company, if they didn’t include your list in their research.

Cheers and Great Selling
Kurt
Email Mastery

About Kurt

I'm passionate about helping people in small to medium businesses get BIG results from email marketing. Email Marketing is about 1. Your List 2. Your Relationship With Your List and 3. Your Offer. When you get the three in unison, watch your profits soar. If you're not sure what I mean. Contact me. I can and will help. Believe In Yourself - Kurt

Comments

  1. Hi Abi
    Yes, I have a client whose best day is Friday.
    And I personally see the same result from my list
    of 5000 no matter when I send.
    It’s about the relationship people have with their list which counts.
    Cheers Kurt

  2. Hi Kurt,

    Great to see another advocate of testing – when people ask us when is the exact best time for their business to send an email we will frequently say ‘well that depends on your line of work and your audience’ and even if you look across a wide range of companies like we did with our research – there will always be an audience who differ from the general. So testing is crucial. You could also look into using a tool that will judge the best time, per recipient, by analysing their email behaviour. Or of course get it from the horses mouth and ask them.

    I’ll make sure to check out your killer tips.

    All the best,

    Abi

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