You could spend every waking hour of your day producing the finest email campaign the world has ever seen, and it would be meaningless if no one read it.
This is why email marketing timing is so important. It’s critical to send emails when your target audience is most likely to be checking their mailbox.
When it comes to the optimal time to send an email, whether it’s a campaign or a single email, a lot has been said, and a lot has been incorrect.
As it turns out, not everything you read on the internet is really true. Who would have guessed?
There are numerous fallacies surrounding the industry of email marketing, whether they originate from the internet or a crusty remnant of tradition.
Trying to make sense of all of these different facts and lies may be stressful and perplexing, not to mention very overwhelming.
To make your life and email marketing a bit simpler, here are some of the most common fallacies about the ideal time to send emails.
1. The ideal days of the week to send are Monday and Tuesday
While Monday and Tuesday are the greatest days of the week for certain emails, they are not the best days of the week for all emails.
To put it another way, it’s lot more difficult than this.
The ideal day of the week to send emails will be determined totally by your sector. While there are averages for all sectors available, you want to be sure you’re using the most precise sample size.
For example, if you work in the animal care business, Monday is usually the greatest day of the week. Wednesday is the finest day of the week if you work in education.
Here you may discover the ideal day for your industry (along with some other really useful information).
2. The optimum time of day to transmit is in the morning
This is particularly true for not every brand, audience, or sector. In reality, for some, the reverse is true.
In general, the optimum time of day to send emails is in the afternoon, particularly around 3 p.m. This is when the workday is coming to an end, there may be some downtime, but individuals are still seated in front of a computer.
While the afternoon is considerably more likely to see high open rates than the morning, you should still examine the figures for your sector. Some sectors, like the day of the week, have greater open rates at various periods.
In the social services business, for example, 4 p.m. is the optimal time to launch your email campaign. People in real estate, on the other hand, are more likely to check their email at 9 p.m.
3. Failure to provide sufficient time between emails will result in fewer interactions
At first glance, it seems to be common sense. If you send too many emails in a short period of time, it will seem as spam, and you will have reduced open rates.
But that’s not the full story.
It has been shown that sending four emails every month might result in double the open rates as sending only one.
Naturally, this does not imply that you should send an email every day. Indeed, 69% of consumers have reported unsubscribing from a mailing list because they were receiving too many emails.
The solution to email frequency, like most things, is somewhere in the center. To identify the ideal email frequency for you, experiment with your own scheduling and observe how your audience responds.
Based on the statistics above, you should definitely start with four emails every month and then experiment based on the outcomes.
4. After six months, stop mailing to inactive users
Stop sending emails to people who haven’t engaged with your emails in more than six months, according to conventional email marketing thinking. This, like many of these myths, seems to make sense on the surface, but there is more to it.
According to certain studies, one-fifth of all open rates come from consumers who haven’t engaged with your emails in more than six months. This implies that if you send enough emails, one of them will catch someone’s attention.
However, email segmentation is the key here. Users who have been inactive for six months or more should be segmented in order to personalize your material directly to them, with the objective of re-engaging them. This helps you to isolate low-engagement consumers from your more engaged users, allowing you to segment their behavior and tailor your emails appropriately.
5. Do not send during holidays
Some individuals may attempt to convince you that sending emails on vacations is a waste of time. Everyone is on vacation or visiting relatives. Nobody wants to think about work. Nobody is looking at their email.
It’s the exact opposite.
One-fifth of all purchases made over the Christmas season were made after opening an email, according to research. Furthermore, 70% of individuals discover about Christmas sales via emails.
With those types of figures, it’s difficult to argue that email isn’t a beneficial force in the digital marketing world over the holidays.
When it comes to Black Friday discounts, emails have an even greater impact. In recent years, email marketing has produced the greatest sales of any marketing channel, accounting for little more than 25% of total sales.
Email marketing is also a huge popularity during birthdays, owing to the chance for customisation. Birthday emails, in fact, had a 481% greater transaction rate than usual emails.
6. The weekend is a ghost town
Most email marketers will encourage you to avoid sending emails on weekends since no one checks their inbox on a regular basis. This is comparable to the reasoning for not wanting to send on vacations.
While weekends may not be the most profitable time of week to send emails, they are not a dead zone. If anything, the fact that everyone else is avoiding the weekend means that it’s available to anybody who wants to move in.
In fact, since we have more free time on weekends, those who check their emails on weekends are more likely to generate click-through rates.
It has also been shown that sending emails on weekends may be more profitable than weekdays for B2C enterprises, with Saturday having the greatest open rates.
The weekdays continue to have the greatest open rates for B2B organizations.
It might be difficult to choose the best time to send out your email campaign.
While the internet purports to contain a plethora of solutions, it is seldom as easy as locating that elusive number.
Indeed, most of what you read is a fiction that has propagated because it seems reasonable or is catchy.
Hopefully, we’ve removed the haze from the email marketing scene and can now see the truth about the ideal time to send, email campaign or not.
Here are some key points to remember:
- The optimal day to send is not always particular and is fully dependent on the audience in your sector.
- Despite popular belief, sending emails in the afternoon is a considerably more profitable time of day (for most industries).
- Waiting a long period between emails does not guarantee increased interaction.
- List segmentation and content personalization may assist in re-engaging inactive consumers.
- Holidays, particularly Black Friday and birthdays, are ideal times to send an email campaign.
- While the weekend isn’t the most profitable time to send emails (especially for B2C marketing), it’s far from dead and may be worth your effort.
Your amazing email content may finally get the attention it deserves with three easy explanations to guide your timing.