One Day At A Time

By Cliff Guy

I read an entry which caught my attention on the graham jones blog yesterday. He was commenting on the recent research released by Smith-Harmon, analysing which day of the week is the most popular for sending marketing emails. Moreover, he was discussing the fact that each year, new research of this kind is released and each year we are told that we should be sending marketing emails on different days.

The issue of which day is the best for sending emails is one which resonates with many marketers. At dotmailer, our Email Marketing Consultants are asked this on a daily basis (don’t ask me which day they get asked it the most!). And although Graham makes a good point that efforts are best focused on creating a killer subject line and compelling content, marketers will always want to know when is the best time to send the email they have worked so hard on creating and honing.

At dotMailer, our consultants tend to offer a simple answer to this question. Test your own data. Rather than looking for generic guidance from industry benchmark exercises and ever changing research findings, look at the actions of your own, unique set of customers, prospects and contacts.

Try sending your monthly newsletter on a different day each month, and sending your campaigns on random days during a given period. Then use your email marketing reporting tools to drill down into your response metrics by day and time sent. You may find a clear and significant pattern within your own data – or you may indeed find that in the case of your email audience, time of send makes very little difference.