Like many things in life, when talking about a success rate in your email campaigns, timing is the most important thing.
If what you are looking for is to generate a greater number of emails read and boost the number of clicks to increase traffic on your pages, it is essential that you know the best times to send your mailing.
It is true, each one of your clients has their own routine and manages their time personally; however, there are various studies and techniques that can help you determine the right moment to connect with your audience.
The emails and the days
Day vs night: Sure, the answer seems obvious.
If you are going to create a mailing campaign, be sure to set your shipping times during the day.
Yes, when people are awake, at work, in their daily activities; in short, when your attention span is longer.
Crazy Mondays: In general, most mailing strategies avoid sending emails on Mondays.
The reality is that people don't have time to catch up on their activities after a weekend off.
They arrive at their offices and a gigantic tide of emails awaits them ready to be answered. And what do they do with those emails that hinder them? Simple, you eliminate them. Take care of Mondays and don't end up on the waste list ..
Weekends: Historically, weekends are the days with the shortest attention span.
The truth is, people have better things to do than check their inbox.
Interaction rates are usually low because family activities, recreation or commitments prevent users from having access to your information.
Favorites: Tuesdays, Wednesdays, and Thursdays have always remained the favorite days for emailing.
Within this trifecta, the best days are Wednesday and Thursday.
Eventual events: If your mailing is aimed at promoting an event, webinar, dynamic or any event in a fixed period of time, it is important that you go ahead and generate your strategy in advance.
Some of your contacts don't check their tray every day. To be safe, you can share different newsletters with different days in advance.
Most studies show that business days have a higher impact rate.
As you can see, the metrics show that the highest number of interactions occurs from Monday to Friday and traffic drops dramatically on weekends.
If what you are looking for is a specific day to generate greater interactions between your audience, then Wednesday and Thursday are your ideal days.
Chasing the goose that laid the golden eggs
Now that you have understood that the ideal days to base your mailing strategy are Tuesday, Wednesday and Thursday, you should know something important: your competition also knows this information.
It is not to give you bad news, but it is important that you know that, despite basing your strategy on the best day to connect with your audience; You still have to overcome the great tide of emails that reach your prospects' inboxes every day ..
If you don't want your newsletter to get lost in a sea of emails, swimming against the current can be a great option.
Although Monday and Friday are not outlined as the favorite days, who assures you that they will not work for your communication.
Of course, I recommend that you do not apply this strategy towards the weekends, you will only find a desert impossible to flank.
Mobility has changed the rules of the game
The traditional way of seeing "the best time to send marketing emails " has been modified, in large part, thanks to new technologies that advocate creating a mobile world.
Consumers' habits have changed thanks to the use of cell phones and tablets.
The standard of "half a week" to launch your communication makes total sense if we stick exclusively to desktop computers.
Mobile users, on the other hand, tend to have a lot of activity on the network after business hours. That is, from 5 to 8 at night.
With that in mind, it is worth commenting that while there is a higher activity record on mobile devices during nights and, in some cases, weekends; not everything is honey on flakes.
A study published by Brafton shows that 55% of consumers only open emails on a desktop computer, while 25% do so on their mobile devices.
However, this number is constantly showing signs of growth thanks to the power of mobility.
Emails and hours
Now that we have established that the best days to launch your communications are Tuesday, Wednesday and Thursday; it is time to move on to determine the best time to do it.
It is important to consider that the average lifetime of an email is one hour after it has been sent.
Consider the following, after the first four hours have elapsed, the percentage of open emails drops to 8%.
After the first 24 hours, there is only a 1% chance that people will read your email.
Studies specialized in this matter have found two key moments in the day to send emails and have a better average number of emails read. Generally the best times are: from 9 to 11 and from 13 to 15 hrs .
These time lapses tie directly with the beginning of the working day and, on the other hand, with the meal times in most companies.
Can you see how people's habits are what define the ideal times to contact them?
As you can see and as the Campaign Monitor study shows, 53% of the emails are opened within a working hour (defined between 9 and 17 hrs.).
While, 47% of emails opened outside office hours occur through mobile devices.
Meet the contacts you will send the email to
Understanding the needs of your audience is the best enhancer you can find to make your email campaign more effective.
Your stats and demographics can throw any “best time to…” study overboard.
For example, most studies advise you not to send emails at night hours, but if your audience consists of a large number of community managers who work at night hours, then you will notice an increase in the average number of emails read at these hours.
Another important factor to consider is that location and season can change your audience's habits. If you have a global audience, you need to study the characteristics of the region to adapt your plan to their needs.
There is no all-in-one solution for this topic. To know what works best for your company, you must understand the way your contacts act.
Don't blame the schedule, don't blame the day
The bad percentages of open emails are not only based on the time and day you have chosen to carry out your communication. If your open rates are not going the way you want, check the following points:
Are you sending too many emails?
Nobody likes to receive millions of emails every day. No, nobody. Forget those strategies. Many of your contacts may be fed up with receiving (so) constant information that they don't need. The best thing you can do is reduce the number of interactions, but improve the quality of the information you share.
Are your emails mobile friendly?
We already talked about the power of mobility. If your answer is negative, what are you waiting for? You have missed thousands of opportunities to increase your reading percentage.
Have a shocking “issue”?
First impressions count and a lot. A smart, creative and impressive affair is one of the best tools you can use to boost your percentages. Go out of the ordinary and seek direct attention even before your audience opens your emails.