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Question: I wanted to ask you one of the most basic of email questions for a small mailing we plan to our existing install base. What's the latest research on best day of week/time of day for B2B mailings?
Answer: There is no magic day or time to send email, because every list is unique. However, testing can make a huge difference in response rates. There are some generally accepted rules, but time-dependent offers can change them. Also, list demographics can make a huge difference as well, such as heavily skewing toward East Coast readers.
Check these quick tips:
- Look at your mailing-list registrations to see what time subscribers signed up. If most registrations occur between 9am and 2pm EST, send the email during those hours. Again, test and watch your site traffic numbers to understand your audience here.
- Avoid sending in the middle of the night and on weekends. This is when major spam runs occur, because infected computers are left running but unmanned. ISPs increase filtering during these hours as well.
- Try not to send on Friday, too, because B-to-B recipients are checking out for the weekend and less likely to act on messages or schedule appointments.
- If you can, send email after 9am PST. This gives readers across the country a chance to get into the office, clean out the spam from overnight, and begin their day before your message arrives. Nothing worse than getting lost in the inbox triage that occurs first thing when they log on!
For more tips on finding the right day and time combination, see "Four Ways to Determine the Optimal Send Time of Your Email Marketing Campaign" in EmailLabs' Resource Center.
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