The timing of your email sends can have a big impact on performance. Engaging with subscribers when they’re most likely to be responsive is every email marketing professional's goal, but how can you determine when the perfect time is?
If you’re not yet testing the timing of your email sends, we have three strategies for you:
1. Send real-time messages
When are your customers likely to need your product or expertise? If it’s on a hot day, segment your list by location and send to just those subscribers who are feeling the burn. If your subscribers are new parents, consider sending your campaigns in middle of the night, when parents may be feeding their newborn (and checking their mobile device). Think about when and where customers are likely to need you. Take note of regional events – sporting events, local holidays, rainy days, blizzards, cultural fads, etc. – and craft your messages to coincide with them. Your subscribers will feel a stronger connection with you if your messages dovetail with their life experiences.
2. Apply external research
You may be surprised by how much you can learn about your target customers from research studies. For instance, a recent study by PHD reveals the days and times when women feel the most and least confident in their appearance. If you’re marketing to women, you could use this information to send encouraging, ego-boosting messages when women are likely to need it most (on Mondays), while reserving other marketing messages for later in the week.
The best part of using external research? You don’t have to spend a dime on it. You just have to find it! And make sure it is from a reputable source such as the aforementioned PHD or Forrester Research or Return Path, to name a few.
3. Use internal data
If you’re not using your own data, you should be. Stagger your email sends on different days of the week and times of day to see if there are any changes to performance. If you have a set schedule for certain campaigns, try mixing it up to see if that impacts your open rates.
The bottom line
Sending emails at the right times shows that you're paying attention to individual preferences and data, which will help you foster stronger relationships with your customers over time. Try our timing strategies during your next campaign and see if performance improves!