The Best Time to Send Emails to an Unconventional Audience
As marketers, we all put a lot of thought into our email marketing campaigns. We spend hours picking the right template from a designer, or going the DIY route and designing it ourselves. Racking our brains for the perfect subject line. Writing the copy. Finding the best images. The list goes on ... right up to when you hit send. The question is: when?
The answer is everybody’s least favorite response: It depends. The conventional wisdom is that it’s best to send Tuesday through Thursday, and in the morning. However, you need to decide if your audience is conventional.
Say, for instance, your subscriber base is largely made up of stay at home parents. They’re not sorting through their inbox at the same time someone working at an office might be. For them, time spent reading email could be late morning after they drop the kids off at school or later at night after the kids have gone to bed.
Or maybe you’re a company in the music business. You sell guitars, amps or other gear that musicians purchase. Have you even known a musician that wakes up before noon? In that case, late afternoon emails would be the first thing they see when they wake up.
The only true answer to the question of what the best time is to send your email is to know your audience and test, test, test. Try a few different times and days of the week. See what works for your subscribers. The results could surprise you.
Andy Shore is the content and social networking manager for Benchmark Email. Reach him at firstname.lastname@example.org.