There's no best time to send an e-mail broadcast

There's no best time to send an e-mail broadcast

What is the best time to broadcast an email marketing campaign?

This is a very interesting question that comes into our e-mail marketing department on a regular basis.

My normal advice is think about your target audience and customer base and what you think would best suit them best. Then pick a day and a time, test it a few times, then try an alternative day and time to see if the results dramatically change. This is the tactic I use for my clients and even with a lot of in-house e-mail marketing in varying industries. With a lot of experience in this, I can't say we've got any conclusive finding ourselves, this is because it really is so variable and can depend a lot on client base.

However, having received this question many, many times, I thought I'd research some industry statistics. Unfortunately, to my disappointment, I didn't find anywhere near as much data on this subject as I had hoped. Even my online marketing data guru: Econsultancy, let me down on the subject.

I did find varying opinions, but nothing conclusive at all and certainly nothing worth sharing.

So after all that, I stick by my original advice: try it, record it, try an alternative and compare it.

Some final Advice:

When you're defining segments of your database, don't just segment by what they click, but also by what day and time they click.

If you're making any dramatic changes to your e-mail content or sending to a different mailing list, then exclude that e-mail broadcast from your test.

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