Do you know the secret of the best day for sending letters? In any case, when it comes to business, this will determine the success of your campaign. And the secret is quite simple — in the focus of attention was again none other than the client. It is from the audience that you should start by choosing the optimal moment to start implementing your advertising strategy.
How to do this? On the Internet, the results of many studies conducted by experienced marketers and individual companies are available. You do not need to spend time searching for the answer yourself, because ePochta e-mail service has already collected and analyzed for you all the available information regarding this issue.
What day should I send the newsletter by e-mail?
What day in the week is the most difficult for you? If it’s Tuesday, then you’re not alone. The myth of the “hellish Monday” has long been debunked, as studies have shown that it was Tuesday that received the laurels of the worst day. Allegedly on Monday we are still influenced by the pleasure of the weekend, and on Tuesday we have to “face to face with a brutal reality.”
Nevertheless, it can be the best moment for mailing letters. According to the results of the GetResponse poll, more than 17% of people plan to send e-mails on Tuesday.
Against the background of weekdays, Tuesday has the highest rating of discoveries — 18%. Interestingly, as a result, Saturday, with its highest rate of 18.3%, was to become a “winner”. But taking into account the small Saturday volume of dispatches, Tuesday deservedly receives its honorable first place.
Take advantage of the high ranking of discoveries in the first half of the week to send an email newsletter: share updates, blog posts or just tell useful facts to your subscribers.
If the purpose of your campaign is a high level of clicks, subscribing customers to a webinar or poll, then it will be more expedient to organize a dispatch on Friday, Saturday or Sunday. Why? Yes, because the highest rates of open rate are on the weekend: the influx of letters decreases, and the addressees can at last calmly read the messages in their mailbox.
Here, for example, the results of the mailing, which was intended only for a brief introduction: on the eve of the New Year (it was Tuesday) Customer.io sent the recipients an annual report of their work. The results exceeded expectations — the rating of discoveries (41.9%) and clickability (21.5%) was inferior to all previous days. By this we are trying to say that if you have interesting content, then it’s not so important to send it.
Would you like to open your letter? Do the mailing of letters in the afternoon!
The time of day affects CTR and opening rates exactly the same as the choice of the day. Prefer to send email in the morning? It can play a cruel joke with you.
Yes, most people, trying to start their day with a productive note, read their mail in the mornings. But a lot, in their opinion, “not necessary” information, simply skipped or archived. It is very likely that your notice may also fall under this pressure. It does not matter how useful it was, because because of morning stress and haste, a person can simply not notice it. This is a weighty proof in favor of dispatches at lunchtime and in the evening.
Do you want a person to answer? Send mass mailings in the evening!
Experian Information Service published the results of a global customer survey about the best time for mailing. They found that while the majority does the newsletter between 8:00 and 12:00, the highest involvement is observed from 20:00 to 24:00.
Imagine, at work, all your time is spent on fulfilling the tasks of the leadership, after — you go back home and cook dinner, and only before going to bed, you can safely check your email. Therefore, it is in the evening that the recipients wish to read your news and suggestions.
Most of the letters are opened within an hour after receiving
In preparing e-mail newsletters, be guided by the approximate time of reading your letters by the recipients.
The GetResponse study showed that the highest chances of opening a letter are within the first hour after sending. Within the next 4 hours, the rating falls below 5%. After 24 hours the chances that your letter will open equal 1% of the rating. Proceeding from these figures, the hour-peak is the evening, the moment when people relax and can freely devote themselves to reading.
Are you building an ideal strategy? Before you get to know your audience
Strategy is good, but it will not work if you do not take into account the interests and capabilities of subscribers. On whom do you expect, creating another mass mailing? Who are your readers? Businessmen who prefer to check incoming letters during lunch, or ordinary people who come home late after a hard day’s work? For what time is the content of your newsletters calculated — daytime or evening? Synchronize the shipment with an approximate schedule for your audience’s day.
The time and frequency of sending is the most important component of the life cycle of your advertising newsletter. Remove at least one detail from the established strategy — and in the course of the next time you will feel heavy consequences. For example, you will stop doing a split test. First of all, you “pay” for it with your time: months will pass before you independently determine the ideal time for sending letters. Therefore, run different campaigns with identical content at different times in order to catch the “same” moment. Pay attention to emails with the most clicks and send follow-up mailings based on their time.
The ideal time to start emailing directly depends on the schedule of the day of your target audience.