In the right hands, email marketing is an incredibly powerful tool. After all, what else gets your message straight to a targeted audience that has opted to receive it?
But how can you ensure that your email will be read – or even opened?
There are a few key ingredients – design and content being the most important. But one element that is overlooked is the timing of the email campaign.
Unfortunately, there are no hard and fast rules that say what day, time and Show often is optimal, but there have been some studies that show when emails will get higher open rates, and what makes people unsubscribe.
Here’s a brief snapshot of the best times, according to MailChimp – one of the largest email platforms (its users send about 50 million emails a day):
- * During the week is generally better than weekends.
- * Most emails are sent Tuesdays and Thursday
- * Afternoons are better than mornings
There are variations depending on the industry – travel works best in the afternoon, when workers are dreaming of their next holiday, while business-related emails are best sent in the mornings, when the readers are fresh.
The best way to test what works for your business is to do some A/B testing. Split your list randomly in half and send the same email to each segment at different times – say Tuesday 10am and 3pm. Then analyse the open and click through rates. Do this for a few campaigns and see if you can spot a trend.
Again, there is no exact science that proves how often you should send you email campaigns but there are some handy rules of thumb. On the one hand, you don’t want to spam your valuable list and cause them to unsubscribe, but on the other, you want them to have your brand top-of mind.
Here are some things to consider: