Email Timing: A Look at 6 Marketers
Does it really matter if you schedule your emails for specific days and times?
Some marketers think so. Others don’t. You can certainly peruse your reports for days and times that draw good response in your own campaign. But what if you don’t find anything conclusive?
To help you figure out your scheduling strategy, we took a look at when some of the Big Guys send. Do any of their approaches work for you?
Newegg sends on weekdays, two or three times a week. With the exception of some (strategically planned?) Black Friday emails, they send between midnight and 8 every morning – perfect timing for pitching their electronics and digital products to the 9-5 techie crowd.
Weekday morning sends can also work for promoting office supplies and industry equipment or sharing job postings.
The Container Store, before mid-June, sent with haphazard timing. Since then, they’ve sent every Friday afternoon. Their emails arrive just as their readers’ focus is shifting from the work week to managing life at home – a good time to suggest containers that can help one do so.
Friday afternoons can be ideal for sending emails about local events, home remodeling tools, concerts, art shows – anything useful for planning weekend activities.
Several Times a Day
Bluefly offers a different deal every day, sent at 7 a.m. More often than not, they also send a reminder around 3 before subscribers go offline for the evening.
Such a high frequency can work for limited-time offers or for sending out updates during an event. But be careful with this frequency. You’ll need to provide a lot of value for subscribers to put up with two or more emails in a day.
(Almost) Every Day
Yoga Journal sends Tuesday through Sunday. On Mondays, people are busy digging out from work accumulated over the weekend. After they’ve caught up, YJ sends them a new idea to try in their spare time each day, whether it’s a backbend to battle fatigue or creating yogic space with natural materials.
Subscribers who are counting down to an event or working their way toward a goal may appreciate a daily (or almost-daily) nudge. Whether to skip a day of the week depends on your readers, so check your open rates to see if it makes sense for your campaign.
At Lunch Time
Offbeat Bride sends daily, so brides-to-be get as much advice as possible before the Big Day (and the wedding-obsessed get their fix). OB emails arrive around noon for fun lunchtime reading.
Other ideal lunchtime content might be lighthearted news reports, quick tips or advice, daily inspiration or hobby-related digests. Who doesn’t want something fun and uplifting to read while they chomp?
As News Breaks
Fox News sends updates throughout the day, whenever a big story breaks. Subscribers choose their categories of interest, getting an email or two for each on any given day.
Immediate emails could work well in fast-paced industry, with alerts for software releases, real estate listings and the like? The immediate timing assures readers that they’re the first to get the scoop.
To Schedule or Not to Schedule
While these brands send at specific times, other big names, like Bed Bath and Beyond and CVS, don’t. Their content may not be time-specific. Or maybe they trust their emails to bring in clicks morning, noon or night.
What about your own campaign? Do any of these strategies fit? Or would you send at an opposite time to stand out?
Also, consider your subscribers’ schedules. Do they work weekdays, 9-5? Are they freelancers? College students? Retired?
Do You Already Time Your Emails?
If you do, how did you decide when to send? We realize you might not want to give up all your secrets, but we (and your fellow marketers!) appreciate any details you’re willing to share below!