An e-newsletter is a cost-effective way to keep in touch with your consumers and achieve a number of marketing goals on a regular basis. But most inboxes are flooded with e-mails; how can you effectively increase the chances of open and click-through rates of your e-newsletter? While the subject line, content and design are all important factors that must be considered, other important aspects are the day of the week and the time of day in which the e-newsletter should be sent out.
Day of the Week
Most marketers will agree that Mondays and Fridays are not the best days to send out your e-newsletter. Mondays are when people are preoccupied with the priority e-mail they’ve received from the weekend. Fridays are when people are winding down and getting ready to relax for the weekend. Bench Mark Email and Email Address Manager both agree that Tuesdays, Wednesdays and Thursdays are the most effective days to send out e-newsletters. However, if the newsletter content is more leisure-related, sending e-newsletters on the weekend is a good alternative.
Time of the Day
According to Get Response, the best times to send out emails are from 8am to 9am and 3pm to 4pm. Keep in mind the time zone differences if you are sending out e-mails globally. If you don’t have location data for your audience, the best time to use is Eastern Time for North American target audiences. It is also important to keep in mind that there are over 1 billion smartphone users in the world; people have access to their e-mails during all times of the day, so make sure that your e-newsletters are optimized for mobile browsing.
Check out Pure 350's infographic for a great breakdown of the best and worst hours to send e-mails.
These statistics are very helpful in guiding you through your e-newsletter strategy, but the best time to send them depends on your content and your target audience. These suggested times won’t work for everyone; it all boils down to tracking your own success rates and trends. Measure, rinse and repeat!
Here at Atomic Reach, we’re working on our own e-newsletters, The Fuel and Mission Control. The Fuel is for digital marketers who are interested in leveraging curation in their content marketing strategy. Mission Control is for our bloggers who like to stay updated with blogging tips and new features from our platform. We’re working hard on finding out when our most optimal reading time is for both our audiences. Want to check out our monthly e-newsletter to get the latest scoop on content marketing, content curation and platform updates? Leave us your email and we’ll put you on our growing list!
What’s your e-newsletter strategy? What have you been testing and what have you learned along the way? Share your tips with us by commenting below!