If you use email marketing, you are probably well aware of how it feels to be constantly worried about the open rates, click-through rates, and conversion rates. Have you ever considered that the time you send your emails could affect how well they perform?
The best time to send emails
To determine the best day to send emails, you must first understand your audience. If you are sending emails to working professionals, your potential customers are almost certainly glued to their computers all day. This means that after a long week, all they want to do on weekends is relax and spend time with their families. As a result, if you send them an email on the weekend, it will likely go unopened and buried behind a stack of other business emails when they return to work. Therefore, it is recommended that emails be sent on Monday since research has shown that the open rates are the highest on Monday.
Timing also determines the success or failure of your email campaign. Generally, it is suggested to send your emails between 9 and 11 a.m. This is because most office hours begin at this hour, and most individuals have the habit of checking their emails first thing when they arrive at work. Alternatively, you can also send your emails after lunch, such as at 1 p.m., when they are checking their emails before returning to work.
On the other hand, sending emails on weekends may be the greatest option if you are marketing vacation packages or leisure activities. Hence, it is critical to first define your target audience and understand your product offer before launching an email marketing campaign.
You should also consider where your target audience is in the customer journey.
If your audience is at the awareness stage, it is recommended to provide them with educational, light-hearted content about your product and service.
If your audience is at the consideration stage, they are likely seeking a solution to their problems. As a result, you will need to figure out what problems they are having and share additional problem-solving information with them and how your product or service could help them.
If they are at the decision stage, it would be more appropriate to deliver content that motivates them to act with greater urgency on the call to action.
With that said, it is important to stay in touch with the engagement metrics of all your audience regularly to better understand their customer journey and keep up to date with their needs and wants.