Email Send Times

Perhaps one of the most overlooked steps when it comes to email marketing is the timing of your campaigns.  Obviously, the ideal time and day to send a campaign will depend a number of variables, including (but not limited to):

1) Your audience

2) The time of year

3) What you’re offering

The “best” day and time question continues to haunt marketers across industries and it seems like the answer changes quite often.  For example, a couple of years ago, ClickZ published a report on a study which found Friday to be a particularly good day for Open Rates. The following year, reports were published stating that Wednesday was the best day. 

So clearly, any advice on best day/time to send should be taken with a grain of salt.  The answer is that it’s all relative. 

However, there are ways to determine which days and times work best for your organization by running your own A/B tests, and paying close attention to your campaign results and your Web site analytics.

Hunter Boyle, Managing Editor, MarketingExperiments, recently conducted one such experiment to try to get at the “best time of day” answer, and while his results are interesting (he suggests Emails sent before 9 a.m. dramatically lift clickthrough rates for executive audiences) what’s even more interesting is how he conducted his experiment and some of the findings he came across accidentally. 

Here’s a link to a recent interview with Boyle conducted by MarketingSherpa.

Advertisements