Email Autoresponders and The Trouble With the “Best” Time to Send
By Justin Premick June 15, 2009
Ever wondered what the best day and time to send an email is? If so, you’re not alone. It’s one of the most popular questions about email marketing. It has spawned innumerable studies over the years, and we hear it at AWeber almost every day.
Ever wondered: “what’s the ‘best’ day and time to send an email?”
If so, you’re not alone. It’s one of the most popular questions about email marketing. It has spawned innumerable studies over the years, and we hear it at AWeber almost every day.
There’s just one problem:
The Answer Isn’t The Same For Everyone!
- The best day for you might not be the best day for the next guy.
- The best day changes from month to month and from report to report.
- The best time can be different for subscribers in different parts of the world.
- Not all messages necessarily “work” on the same day or at the same time.
It’s Not Really About The Single “Best” Time or Day Anyway, Is It?
If someone told you “9:32 and 14 seconds on Tuesday morning” was the best time, would you try to send every single one of your emails only on Tuesday, and only at 9:32AM?
I doubt it. Besides the fact that your subscribers aren’t spending every waking moment waiting for your next email, after about 2-3 months of sending only on Tuesday, you’d be in a real pickle if you ever wanted to send out a message on say, Thursday. Nobody would expect it.
Optimizing your sending days and times isn’t about finding one “best” time and hammering it to death.
It’s About NOT Sending on Days or Times That Make Absolutely No Sense.
What you want:
- Avoid sending at poor times.Example: maybe you don’t want to send at 10:30 at night, since you know subscribers will get other emails between then and when they check your email. You want to avoid having yours pushed to the “middle of the pack” (making it more likely to get overlooked).
- Avoid sending on low-activity days.Example: why send on the weekend if you run a B2B email marketing campaign and know your subscribers only read and respond during the week?
- Build a little common sense into your message intervals.
This is easy enough for email newsletters – you can easily set a date and time for each issue…
… but what about sequential autoresponders? They just go out “X” number of days apart, right?
What We Need Are “Smarter” Autoresponders
Ideally, your autoresponders could:
- Deliver themselves only during the days and times you want.
- Avoid days and times that don’t work for your subscribers.
That way, they’d automatically deliver themselves during appropriate times on appropriate days – just as you would if you were doing them by hand!
It’s a shame they don’t do that…
Wait. They Don’t Do That… Do They?