February 3, 2023
Emails

Email marketing campaigns have become one of the main ways to attract and retain customers today. The possibility of reaching users’ inboxes makes  a well-designed and attractive email marketing campaign capable of increasing sales and strengthening the bond that binds them to a brand. Now, when is the right time to send an email campaign and maximize its impact?

Is Tuesday The Best Day?

Before starting to send an email marketing campaign on a Tuesday or Thursday, it is essential to sit down and reflect on the product we offer and on what the main audience the campaign is aimed at is like. After having studied the habits and lifestyle of our public, it is time to choose the ideal moment to connect with our contacts.

The bulk of commercial emails that we receive in our emails are usually found on Tuesdays, Wednesdays and Thursdays, although it is true that the percentage of sending campaigns is slightly higher on Tuesdays. This is no coincidence and is due to the fact that the email opening rate is, on average, the highest of the week with 18% openings.

However, the number of times an email is opened is something very different from the click-through rate, which is what really interests us, since by clicking on our links,  the user gives us the opportunity to conquer them with our content.

In this average percentage of clicks, Tuesdays are equal to the rest of the days of the week, so the reality is that a campaign launched on a Wednesday (26.9% of weekly emails are launched), even if it is opened by a lower percentage of people,  the campaign is more effective  since we get the same leads as on Tuesdays.

Should I Launch My Email Marketing Campaign Over The Weekend?

After having half ruled out launching the campaign on Mondays and Fridays, either because we arrived tired from the weekend and with a lot to do or because we only think about the weekend and we don’t want distractions, is it a good idea to launch the campaign by sending emails at the end of the week?

There are few emails that we receive in our inbox on Saturdays and Sundays, since only 5.5% of emails are sent on Saturday and the data is even lower for Sunday. In a time where competition is fierce, it is often  worthwhile to carry out a shipping test , in which we would surely get surprises. On weekends we are used to having more time for ourselves, and although it is true that the opening rates are low,  the click rates are considerably high, that is, the users who open the email on the weekend are  more likely to click  than those who click on a business day.

One way to find out the impact of the campaign on different days is to divide the contact list into two halves and send the email to one half on a Tuesday and to the other half on a Saturday. With email marketing it is a matter of trying different actions, days and hours,  until you find the best time to reach your audience.

Better In The Morning Or In The Afternoon?

Weekday mornings have attractive opening ratios. The most common thing is that we check the emails in our inbox when we arrive at work first thing in the morning, which is why many commercial email campaigns send their messages very early and no later than 10 in the morning. This is how users find the email as soon as they arrive at work and it is  the first thing they see, in order to get their attention.

However, in the morning it is when we tend to be busiest at work and where the highest stress levels appear, so it will be more difficult for us to stop to evaluate a commercial offer. In general, email open rates are higher in the afternoons and evenings, because we are more relaxed and have more time to study the emails that really interest us. That is why commercial emails are less intrusive late in the afternoon or at night, since we can read them in detail and if we find their content useful, interact with the brand.

In short, the public is the one that will accept or reject commercial emails based on many factors such as their work and personal circumstances, the content of the shipment or the reputation of the brand. It is essential  to study the public that will receive the emails  so that by creating quality content and a frequency of sending that does not saturate the user,  attract and retain customers.

Also Read: Marketing Tech: Little Effort, Big Impact

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