Here are some tips, adapted from Marrs (2014), to consider when deciding on the timings you’re going to trail for your email campaign:
Happy Monday – not quite. The consensus is to avoid sending emails to people on a Monday. The likelihood is that they will be catching up on things to do and organising their week so will not have the time, motivation or energy to be engaging with other emails.
Lazy Weekend – either out and about or at home and resting one thing is for sure that people will probably not want to be trailing through marketing emails. Weekends after-all have been known to have the lowest open rates for emails.
Advanced Notice – if your email is regarding a promotion for a set time be sure to give your recipients notice, just incase they don’t get to the email until a couple of days after it’s sent. Aim for 3-5 days prior to the promotion to keep everyone happy. However, the only draw-back with this approach is that those who read the email immediately have to wait a few days before they can engage, which means they may forget or lose interest by that point. Again try both and compare the results to establish which works best at engaging with your consumers.
Midweek Maximiser – Tuesdays and Thursdays are reportedly the most popular days to send email Newsletters according to MailChimp (cited in Marrs, 2014). Whilst this may sound like a good idea, before you follow suit think about how you will stand out against all the other companies that are mailing on those days. If you’re just starting out and want a safe bet maybe a Wednesday is the way to go with not the worst, nor the best results being achieved from emails sent on this day (Pinpointe, 2014).
Friday Feeling – so there are many that say avoid Friday, it’s wind-down time, no one reads their emails on a Friday and as such many companies rigorously stick to sending Tuesday to Thursday. So maybe Friday isn’t such a bad choice in that case; if there are very low volumes of emails sent on a Friday your email will stand less competition from others in vouching for reading time. Nothing ventured nothing gained, it’s worth a try right?
Tick-Tock – the jury is still out on the best time of day to send an email. This one really will come down to trial and error from monitoring the best engagement results in relation to the varying times the emails were sent (Marrs, 2014; Pinpointe, 2014). Just remember not to put all your eggs in one basket, batched emails are your friend and will really help you understand when is best for engaging your consumers.
via Tick-Tock the Mouse Hit Send – When is the best time to send your email campaign? | lol10’s blog.