So, you have decided that you want to start a direct e-mail campaign, have signed up for a newsletter service, downloaded all of your contacts, designed your newsletter template and have written a really catchy, informative newsletter that can be read completely in a few minutes.
Now What?
Do you just click and send, or do you try to figure out what is the best time to send this awesome newsletter?
Of course, once you've got that puppy ready to go, you are chomping at the bit to get it out there to everyone! You don't want to hold off for one more minute, but you should take a few things into consideration.
First, don't send that newsletter out over the weekend to be found by people logging into their work computers on Monday morning. People are coming in to all the new work they will have to deal with on Monday, and are going to trash every single thing that will distract them from work and fill up the in-box. Don't send on Thursday evening or Friday, because it's the weekend! Most people are trying to get everything done so they can get on with the weekend, and if they even open your wonderful newsletter, it's probably going to get a cursory glance at best, and then a delete.
The common wisdom among email marketing professionals is that Tuesday and Thursday mid-morning to early-afternoon are the best days and times. By Tuesday, the rush of Monday stress is over, and by Thursday, people are ready to think about and plan what leisure activities they might want to consider for time off. The timing is important too, because you don't want to hit people first thing in the morning, when they are busy and making plans for the day's work. You also need to keep in mind that you are probably sending your newsletter all over the nation, with a 3-5 hour difference in time zones.
After having said all of that, remember that the content, subject line, and recipient interest are of much more influence on open-rates than time and day you send the newsletter.
To find out more about how to write a great newsletter, join our Professional Services Manager, Sharon Rowe and I for our Newsletter Writing WEBinar on August 24th.
Annie Buck
Acorn Marketing
