Think Tank


The Best Time to Press Send

April 24th, 2015 by hutdogs

WhenToSend

We hear this question all the time.

One answer is – it depends.

That answer sounds like a cop out but it really does depend on your audience, your business, your offer, your message, your business cycle and a few other factors.

For example, if you have a restaurant and you have a loyal following of repeat customers, your business cycle is most likely daily. Your goal may be to let folks know about the daily special and entice them to come in for lunch. Given the frequency of the potential sales cycle, you may be able to get away with a daily email to let your customers know what’s cooking. But, you would also want to give your audience the option of receiving a weekly or monthly email in case a daily email is too much for them.

The other answer is – the best time to send is when you audience will be listening.

For example, if you are a business-to-business then a good place to start developing your email sweet spot will most likely be in the middles. Schedule your emails for the middle of the day during the middle of the week. But, if you are a rock band you may want to schedule more towards the weekends and evenings.

Of course you will need to monitor your email campaigns after you send them. Examine the open rate, the click through rate and the activity rate – did they take the action you wanted them to take?  Over time you will start to see trends. These trends can act as a benchmark for your “best” time. But like everything else things could evolve or change, so keep experimenting. Change can be rewarding.

All of this begs the question, “when is the worst time to send?”

That answer is easy. The worst time to send is – never.  Businesses are missing the boat if they are not scheduling regular email campaigns.

Bottom line – Don’t wait for perfection, and the stars to align before you schedule your next email campaign. Progress over perfection is a much better strategy.

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