Email marketing can be a fickle undertaking: many different factors can affect the success rate and expectations. One of the primary factors in keeping your marketing strategy successful is to optimize the timing of your emails. Of course, you have already optimized the content, the wording, and the links, so it follows that you should make sure that your emails are reaching your potential clients at the moment they are ready to click and purchase your product.
So how do you know when the time is right? First of all, you want to optimize your emails to go out around the time you are starting a promotion or around the time of the event for which you are raising awareness. The common misconception is that possible leads won’t see your emails the day they are sent, most people open these types of emails right away. The best email marketers expect about 85-90% of total opens to happen within 24 hours. This means: time your emails near or on the day of promotions, but also test the send times with multiples emails spread throughout the campaign.
Second, make sure that your emails aren’t sent between 8 and 9 AM (EST). Studies have shown that this window of time has the lowest open rate of received email all day long. Nobody is ready for marketing at this point in his or her day. Common wisdom recommends shooting for the Eastern Time zone, typically late in the day or right around lunch.
By Alec Wilcox
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