When is the best day to send?
Many thanks to all of you who completed our poll, "When is the best day of the week to send your email campaign?" The results are in, and the results are mixed!
Although 41.4% of respondents have chosen Tuesday as the best day to send their email campaign, there is no consensus or industry accepted best day to send. Why?
Let's dig down a bit further into the results. Over 60% of respondents found that Tuesday and Wednesday are the best days to send, whereas Friday and Saturday ranked lowest.
- Monday - 8.6%
- Tuesday - 41.4%
- Wednesday - 20.7%
- Thursday - 8.6%
- Friday - 1.7%
- Saturday - 1.7%
- Sunday - 3.4%
- Still Testing - 13.8%
The best day to send is very personal for your campaign, if there were a universally accepted best day to send, it would soon become cannibalized by an onslaught of email volume. Your ideal send day is best determined through testing, testing, testing. Looking at these results, you could surmise that your users are receiving less email volume Thursday - Sunday. Have you tested sending your campaign on one of these days? When testing, be sure to think outside of the box, and in your reader's shoes. When are your messages most relevant and more likely to be read during the week. Other factors to consider:
- Holidays - Tuesday maybe your best day to send, but if it falls on a widely recognized holiday, look forward to your message becoming "bacn" on Wednesday morning.
- Seasonality - During the warm summer months, your users maybe less likely to read emails over nice sunny weekends spent outside and far away from email.
- Mobile Users - With an increased number of users reading their emails on a Blackberry, PDA, or iPhone, the more likely you are able to reach them during the weekend.
- Urgency - Often times it maybe valuable to break your cycle if you want to convey urgency for your email offer or message. The relevancy of a weekend sale loses it's luster if you send it out on a Monday, 5 days before the sale begins.
However, the best day to send is only half the battle. Your next question should be what time of day to send. Look forward to another poll asking just that.
Marketing Program Manager at Bronto
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