Automating an email campaign saves time and ensures delivery even if you are away from your computer. But what is the optimal time to send an email? Unfortunately, there is no magic hour that entices recipients to read incoming mail.
While programs exist to automate this decision, you should know the factors used to calculate the best send time. Reader engagement, email volume filling recipient inboxes and consumer behavior impact send times. Day of the week and time of day raise issues as well.
In short, the best time to send an email just depends. When choosing a time to launch your campaign, use concepts familiar to marketers. You must:
Every demographic, age cohort and interest area has its idiosyncrasies. Segmenting your email list and running a few test emails allows you to see what gets the best results. This research in knowing your audience offers vital information unique to your consumers.
Also, other interactions with your audience through social media, via text or in-person offer insights as well. Getting to know your consumers, in general, helps identify if they are more likely to open email at work or after hours.
The content of your email campaign and its purpose plays a significant role in determining the optimal send time. For instance, if you draft a business or nonprofit email, weekdays prove best as this is when we tend to take care of business.
On the other hand, if your piece is lighter, recreational or even retail, send on the weekend. After all, the two days between the end and beginning of the workweek give people more time to consume less urgent content.
The trends indicated by research as to the day of the week or time of the day give you a starting point. For example, while no weekday is a clear winner, Friday drops as an optimal time. Saturday and Sunday follow as might be expected but shows less competition.
While the driven night owl may find 1 a.m. the ideal time to check email, 10 a.m. to 1 p.m. tends to be most popular. Be sure to adjust for the time zones of your audience.
In order to make the most of this research, you need to overlap your audience’s preferences with your email’s purpose and the day or time of the week. Cross-referencing these three areas raises the success of finding an optimal time to send an email.
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