eSpire Marketing

When NOT to Send:

The middle of the work day: These emails are likely to get buried in the sea of emails that accumulate during a normal workday.

Middle of the Night: Consider how many emails you have in the morning. Emails will get lost among the other marketing emails that arrive late at night or very early in the morning.

Friday: 1 out of every 5 American workers takes a full or half day off on Fridays. Market research shows that most people use their work email for personal email intake. Therefore “out of office” auto-reply bounce rates are up. Not to mention added distractions of the upcoming weekend evade individuals from campaigns.

When to Send:

• Late afternoons and evenings are successful for many e-marketers. 3 to 7 PM is recommended.
• Midmornings are also statically sound. I call this the “Brunch Blast”, because a better term does not yet exist.
• Which day of the week; is a popular question, but alas there is not a solid answer. Much of email marketing is theory based on what you can bench mark.

(It’s Important to remember that all email practices are subject to change or evolution depending on circumstances, and considering recent polls and data.)

Things to Consider

“When is the recipient of this email most likely to respond?” Think of the average schedule of your target audience – soccer moms or business executives? Both have very different schedules.

If you are promoting a large sale, send 1-3 days before the sale starts. Too much time and your customers will forget the offer. If promoting a sale the day of, make sure the sales lasts for at least 3-5 days. Occasionally a “One Day Only Sale” can be effective when the promotion or offer is super sweet (40% off or BOGO)!

Segment your list! If you have recipients in different time zones, create separate categories and schedule them to send at the appropriate times.

“And that’s how the proverbial Email-Cookie Crumbles”