If you think that engaging in email marketing is a great way to boost your business, you're absolutely right. In fact, having a strong email marketing campaign can boost your ROI by up to 4400%!
However, in order to reap these maximum benefits, it's important that you send your email at the right times and include the content that your readers most want to see. Read on to learn the best time to send an email and what you should talk about in its text!
Should You Send Your Email on a Specific Day?
The best day of the week to send an email is by far Tuesday or Thursday. While this can vary slightly depending on the industry that you work in, it makes sense as a general principle.
People are more likely to see and respond to emails that they get on these days rather than when their inbox is flooded on Monday or Friday (either before or right after the weekend). They also are less likely to look at digital marketing campaigns on Wednesday when caught up in the full swing of their own jobs.
Saturday and Sunday are also bad times to send emails for obvious reasons. People don't want to work when they aren't in the office. Even those promotional emails that are not B2B are likely to go unseen when people are spending time with friends and family over the weekend.
If most businesses in your industry keep irregular hours, this information might not be 100% accurate. Still, it's a good place to start if you're unsure.
So, Tuesday or Thursday?
Alright, so Tuesday and Thursday are the best days of the week to send an email. Great! How can you choose between these days?
Your choice should depend on the objectives of your email. If you simply care that people see an email and know that your business is thinking of them, Tuesday is likely the right choice. It's the top day for click-throughs, which means that people see the names and email addresses of everyone that has reached out to them on Tuesday.
However, if you actually want people to focus on the meat of your email, studies show that Thursday is the better choice. 18.6% of emails that people receive are opened on Thursday. Generally, this makes it the best day to send promotional content via email.
When Is the Best Time to Send an Email?
According to research by Campaign Monitor, mobile email is checked about three times more than desktop. Still, people tend not to check their emails past the confines of the workday.
The best time to send an email is between 10-11 AM when people have had their morning coffee and have just sat down at their desk chair. However, since people will sporadically check their inboxes until they leave at 5, any time before 4:30 is acceptable.
Additionally, many people check their email right before bed. Promotional emails are also looked at frequently around 8 PM as people wind down for the night. They're likely to bookmark those that look interesting and spend quality time going through their contents the next morning.
On the flip side, people are unlikely to open emails sent around dinnertime- about 6 PM until 8 PM. They also won't check them between 9 PM and 5 AM when they are sleeping.
Sending your email at the wrong time could cause it to get lost in a sea of spam as well as correspondence that must be responded to urgently. Don't let your marketing email be forgotten!
Gathering More Information
As we brushed on, some industries and specific occupations may have different email needs that stray from the norm. If you think this may describe your career, you may want to do a bit of research on your own.
Begin by sending emails according to the analysis of most industries. However, set up a system that alerts you whenever emails are opened and read. If you use Gmail, this is easy- all you need to do is set up a 'read' receipt.
You can then take note of when you are getting the most read receipts. This will give you a more definitive answer about when you need to send out emails for maximum impact.
What Should Your Email Say?
When it comes to the actual contents of your email, there are a few important things that you must do. Include a kind greeting at the opening of the message. Although the majority of your email will likely be a template, you can automatically insert each recipient's name into the opening line. This will make your readers feel special and singled out by your business.
After that, you'll want to include:
- Promotions and coupon codes that can be used on your business site
- Ideas of how people can succeed in your industry (or the industry of your target audience)
- Images and video content showcasing the benefits of your services as well as new products
- Tips on how people can save time and money in your industry (or the industry of your target audience)
Make sure that you keep your brand voice consistent and personable- you want people to feel a connection to what you're saying!
Start Making Connections Today
While you do have multiple options as to when to send an email, Thursday around 10-11 AM is likely your absolute best shot.
Now that you know the best time to send an email and what your audience wants to see, it's time to get cracking. Contact our marketing experts with any questions that you may have about email marketing and how to connect with your business's target audience. We're committed to helping your business soar to new heights, so we look forward to hearing from you soon!