If there is any topic that makes a marketer superstitious, it's email launch times. Most marketers don't want to send on Monday or Friday, fearing their email will be ignored; Mondays feel too early in the workweek, while Fridays are too late. Tuesdays have been noted by many as being the best time for sending b2b emails, but does that hold true for your database? Here are some tips for planning your email schedules and testing which days and times work best.
Find the optimal time to send emails across time zones, or segment your lists by region to be conscious of time differences. An email sent at 3 p.m. PDT may be ignored by your East Coast audience.
The truth is that there are no hard and fast rules for scheduling an email send. Variables such as list segments, time zones and channels make it necessary to test your lists and sends. Create a baseline with your open and click-through rates, and trend against these metrics to figure out which days and times work best for you.
Majda Anwar is a revenue engineer at marketing agency Pedowitz Group (www.pedowitzgroup.com). She can be reached at email@example.com.