What Is the Best Day to Send Emails?
Somewhere, in the world just on the other side of the rainbow, there is a magical day for sending emails. The messages sent to customers and prospects on that day get more responses and generate more revenue than any other email. There is only one problem for marketers—catching a leprechaun is easier than identifying that day.
I know that finding that special day is important to marketers because they consistently ask me, "What is the best day to send emails?" For some consultants, this is a perfect segue into a sales pitch. Finding the best time to send emails is a project that can take months of testing. For me, the question is extremely challenging because I am not an "it depends" consultant. I am a teacher who happens to consult. Showing clients how to solve marketing problems is what I do best. My clients operate in continuous improvement mode. We work together to identify what works best and then dig deeper to improve on that.
The real answer to the question is this: The best day to send an email is the day that the recipient is most likely to act. This is not the answer people want to hear. They want a day of the week, not a response that generates more questions than answers:
- How do we know when a person is ready to act?
- What action should the recipient take?
- Can't you just tell us what our competition is doing?
- Aren't there best practices for choosing the day to send emails?
- Why is this so hard?
If it wasn't hard, everyone would do it! Since it is and they don't, doing it well gives your company a competitive edge.
How Do We Know When a Person Is Ready to Act?
People act when they have a need, real or perceived. Timing emails to match when people are most likely to act requires behavior analysis. Reviewing historical data to see what prospects and customers do before they buy gives insight into action patterns. Once the patterns have been identified, test copy and timing to find the most effective messages and delivery.