The Five Ws of Email Marketing – When

Posted on Apr 27, 2012 in CHI University
Tags: public relations, integrated marketing communications, pr tips, email marketing tips, email marketing

 

When Should You Send Email Blasts?

The "when" is an important consideration for a successful email marketing campaign. What day of the week, what time of the day and how often you send your emails is critical to the effectiveness of your campaign. It’s proven that certain days and certain times yield a higher response rate to your emails, so make sure you’re marketing at the right times.

Sounds easy enough, right? Well, almost. The best time to send your emails isn’t an exact science. It depends on your business, how engaged your recipients are and the type of emails you’re sending. However, research does lean toward sending your emails:

  • Early in the week – Emails received Sunday through Wednesday have the highest open rates and higher click-through rates, with Tuesday being the best day of the set. Exceptions would be emails regarding “Things to do this Weekend” or exceptions based on your audience, i.e. contractors.
  • Early in the day (for B2B) – Most B2B mailings are more successful if they are in the mailbox in the morning. However, you should still track opens and click-throughs. You may find that it varies by individual or group

 

How Often Should You Send Email Blasts?

You guessed it; it depends. How often does your recipient want to receive this type of email? Is it a daily download of useful industry information? Is it more of a weekly summation? Is it pertinent to a contest that needs to be sent only once? A good rule of thumb is that if your email is actionable, relevant and timely, it could be considered “daily candy,” or an email valuable enough to be sent every day.

The best way to find out is to ask your email recipients. Test sending the emails out daily, weekly or every more sparingly. How often can you actually deliver valuable content? See what works best, and use the feedback to better tailor your email marketing campaigns.

Stay tuned for our next blog on W #4: Where or contact CHI today for more information about email marketing.


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