Email marketing newsletters can be a great way to keep in contact with existing customers and potential prospects. It can be a periodic reminder that your business is doing well and that you appreciate their interest in your company. Utilizing the benefits of sending out a regular email newsletter can increase your website’s traffic, improve your site’s sales and help you generate sales leads that will make your business more profitable, but in order to get the most out of your email marketing campaign, you are going to have to use your efforts wisely. This starts with timing.
When Is The Best Time?
A lot of businesses that have email marketing campaigns also have a big question in the back of their minds: “When is the best time to send my email newsletter?” Making sure that your email is sent to your subscribers at the right time is very important because if they receive it at the wrong time, it could be discarded or you could trigger your subscribers to unsubscribe.
The trick to timing is knowing your audience and knowing generalities that make up human behavior patterns. For starters, checking email is a very ritualistic process. People designate certain times of the day for checking email. As somebody who is looking to take advantage of that ritual, it’s important to know when to reach out to your subscribers and when is the best time to expect results. According to Dan Zarrella from HubSpot, most people check their emails in the morning (he surveyed almost 10 billion email transactions from the popular email service MailChimp). This is usually time that they set aside before they get into the course of their day. In particular, it was found that most people check their email between 6:00 a.m. and 7:00 a.m. If you send your email during this time, chances are, you can have it sitting on the top of the other mail in their inbox, so that they check your email first.
When Do People Check Their Email?
It’s also a common misconception that people tend to check their email more during the week. This is untrue. It was found that the most popular day of the week for email activity was Saturday and Sunday. This is attributed to the fact that over 80% of people don’t have separate professional and personal email boxes. They simply receive both types of email in one box. Saturday was also found to be the day that more readers followed click-through links that were featured on email newsletters. This is probably because readers have more time to digest the content of the email and have more time to learn more about the business that sent it.
Timing is also important to avoid having your readership unsubscribe to your email newsletter. More people unsubscribe to email newsletters on Mondays and Tuesdays. This is thought to be because people generally are busier on these days and can become quickly irritated with the amount of other tasks that been assigned to them for the week. If possible, it is best to avoid sending your email newsletters to readers at the beginning of the week.
Conduct a Survey
A basic way to find out what type of ritual your readership has is to conduct a simple survey. Ask them when they regularly check their emails (time of day, day of week), so that you can plan to contact them when they are ready to learn about your business. Having this type of information can make a huge difference in the effectiveness of your email marketing efforts. Make your email a convenience so that your readers become excited to hear from you. In the end, your business will benefit from that because your click through rates will be higher and your unsubscribe rates will be lower.
At Prager, we manage email marketing accounts for several clients. Contact our email marketing agency for more information.