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Email
Marketing – When NOT to Mail…
You’ve crafted the perfect mailing. You’re ready to launch. Your
finger is on the send button … it’s all up to your readers now.
There’s nothing more you can do. Or is there?
Although you can’t control every variable, there is something
you can do to effect how your mailing may be received. Send at the right time, and you are more likely to foster a receptive attitude, higher
attention level, and increased willingness to spend a little
time going over your newsletter or sales piece.
Days to
Avoid
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Monday |
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Everyone knows what it’s like to sit down on Monday
morning and sift through an over-stuffed inbox. For most
people, sorting through a drudge of spam, personal
emails, newsletters to be read later, and
well-intentioned mass-forwards (you know, “jokes”,
cutesy pictures, inspirational messages…), in order to
finally identify and prioritize actual business messages
– is nothing but a chore and the sooner finished the
better. Not the best atmosphere in which to present your
carefully crafted newsletter or e-mailing. Mondays in
general are more hectic. Don’t make your mailing fight
for attention. Choose a different day. |
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Also a concern is inbox quota. Unchecked over a weekend,
inboxes fill quickly. If sent at the wrong time your
mailing may never even make it into an inbox. |
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Saturday/Sunday |
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If you mail to a business account over the weekend,
chances are it’s being read (or not) Monday morning. See
above. |
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Friday Afternoon |
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People are more likely top leave the office early on a
Friday than on any other day. This bumps your message
into Monday morning. Once again, see above. |
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Also concentration levels tend to waiver as the weekend
looms ahead. |
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Best Times? Think “Mid” |
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The best times for mailings are mid-afternoon,
mid-morning, and mid-week. Frequent email checks
throughout the day will make you mailing come in with
fewer contending messages, and your recipient will be
less overwhelmed with attention-demanding emails.
Mid-week is a safer bet because most deadlines fall at
the beginning or end of a work week. |
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These are generalities, of course. And if you have
information on your target list by industry or
occupation, by all means factor it in. Email marketing
is a delicate thing. No detail is too small to impact
your response. |
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Timing isn’t everything, but it is extremely important.
Take time to consider timing in advance. And as always,
test, test, test! |
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