Email marketing has become a tool for many online campaigners. Whether to establish trust with prospects or to enhance loyalty with current customers, email marketing has remained the best choice. Recently, more online marketers are capitalizing on it because of its high ROI.
However, email marketing is not just about sending emails randomly; It is more about planning and strategizing. You need to know the best practices for sending email newsletters. In this post, you will learn why timing matters when sending emails, the best days, and ideal times for sending them.
Why Timing Is Important When Sending Email Campaigns
There is a saying common among many marketers: that timing is everything. Well, that is true; There is never a good chance for an untimely email grafted for the right audience than for an ill-fated email sent at the right time.
Good timing in email marketing is the ability to send your emails when the receiver is in the right frame of mind and likely to respond to your calls for action. There are, therefore, good and bad times to send emails. But before you consider the reasons, let’s take a closer look at the factors that might affect the efficiency of your timing.
The first factor is your subscribers: who are they?
Knowing your audience is generally an important factor for the success of any marketing campaign. Are they older or younger? B2B or online store customers? Prospects or current customers?
Each of the above questions is an example of the contrasts you should seek to answer before initiating your campaigns. This is because they help know when exactly is the worst or best times for sending your email newsletters; More importantly, it is because different audiences respond differently to your campaigns. Therefore, it is important to leverage the time they are most likely to respond positively.
The second factor is your email campaign metrics
If you are measuring certain aspects of email marketing campaigns, it is important to note that each strategy requires different tactics. For example, if you want more open rates, you will probably need a different time than when you want more interactions in your emails such as more clicks on links.
The third factor is your industry’s preferences
known to be effective in your niche? Or a time when all your subscribers expect to hear from you?
When you do have such times, changing your preferences will not improve the quality of your online campaigns because your subscribers are conditioned to receive your emails at certain times.
So why does timing matter?
The reason why timing matters is that it is proven to work: many research data have shown the importance of timing. Several Email Service Providers have done studies to ascertain the impact of timing on email marketing campaigns. Interestingly, the data says that timings play a major role in determining the success of your campaigns.
More so, the data from the research show that there are best times to send your email newsletter. This means that most people are likely to engage actively in your campaign at a certain specific time and not just because of what you wrote on your subject line.
The reason for this receptivity is because of two reasons. One, people are likely to check out their emails at different times of the day and respond differently in certain days of the week. For instance, sending your email during the weekends will likely receive a different response than sending it on weekdays.
Another reason for this receptivity is because most people receive lots of promotional emails daily. Nowadays, many people receive tons of emails from several companies, and they know which ones are urgent and which are not. They will open what they want to see at a certain time and everything else another time. Therefore, you will want to send your email newsletters when they are most likely to be opened.
Several split test results by individuals have also reported that timing is indeed important leverage for your email marketing campaigns. Therefore, you can try the following recommended days and best times for sending emails.
The best day to send an email newsletter
The best day to send an email is on Tuesdays and Thursdays. Several studies by Omniscient, Get Response, and Klaxon found out that the weekdays are the best time to send your email newsletters. For high open rates, most of these studies recommended Thursday and Tuesday the second place. Try with these two days while testing the others for your optimal day.
The best time to send your email newsletter
According to a study from the University of Southern California , morning is the best time of the day to send your email newsletter. Many successful business icons send their emails before sunrise. For example, Seth Godin sends his email newsletters before 6 AM.
However, remember not to ruin the day of your clients and risk losing them forever. Instead, you can send your emails at the second-best time is before 10 AM, 2 PM, and 8 PM. Those are the times that get the most open rates. Thus, you can take advantage of timing on them.
Although responses from different audiences are not the same, we can still leverage on timing and get amazing results. The most optimal email send time is on Tuesdays and Thursdays, and the best time of the day is in the morning. You can do split tests also to improve on the success of your email campaigns. Nonetheless, the best time to send your email newsletters will largely depend on your subscribers, metrics, and standards.