Email newsletters are a great way to connect with your audience. However you must give them a little thought if they are going to be effective for you. Timing is crucial, and choosing the correct moment to send your bulletin could be key in making sure your hard work is read and absorbed, rather than remaining unopened and unloved in inboxes across the globe.
Tuesday, Wednesday or Thursday have generally been seen as the best days to distribute, but could you be putting yourself at a disadvantage by pressing send at the same time as everyone else? Here are five top tips to make sure your newsletter is making inboxes ping at just the right time…
1. Keep the enemy closer…
It might hurt to know you’re boosting their numbers, but subscribe immediately to your rivals’ bulletins. Consider what they are doing in terms of content and, significantly, when they are doing it. Do you want to send your newsletter at the same time on the same day, or get in there earlier?
2. What time is it, Mr Subscriber?
Think about your target audience and your most important markets. What time is it there, and at what time of day will your subscribers be doing key things – waking up and going to bed, for a start? Working out a timeline of major spikes in activity can make it easier to schedule marketing activities and tailor messages for the appropriate audience.
3. The suit or the sarong?
Is your newsletter aimed at business or consumers? The answer to that question will clearly have a major impact on the best time to send. Sending B2B content is always challenging as the target group’s actions vary, depending on industry and position. Mondays are considered a no-no as people are eager to delete the weekend junk, while the lunch hour needs to be taken into particular consideration.
In B2C marketing, think about lunch and coffee breaks during the day, and the early evening when children have been put to bed and grown-ups start to play on their phones in front of the TV.
4. What are you selling?
Research shows that consumers are more receptive towards messages about leisure products during their free time. Having said that, if you are selling a tonic to ease morning fatigue, then late morning is about as good as it gets.
Work-related messages should be distributed based on working hours. You might consider that an email sent at 8.58am is likely to be at the top of your subscriber’s inbox when they arrive at work, while one sent at 7.55pm the previous evening might already have slipped down the list.
5. Crunch that email data
Your company or website will have loads of data and this should not be ignored when assessing the timing of your marketing. Using your brand’s own web analytics, from visitation to purchasing times and sales data, think about how this affects your plans. If your strongest purchase day is Thursday and the average consideration period is five days, invest in communicating at the start of the consideration period and during it.
Would you like to know more? Get in touch and we’d love to share more of our views.