Sunday, January 16, 2011
When are your customers reading their email?
I’m writing this on a Sunday night. It’s not yet the workweek, but I’m catching up on a few things and getting organized for my Monday nonetheless.
Do you do this? Do your customers and prospects do this? If they do, would tonight be a great time to hit them with an email?
It’s not yet Monday morning, they’re not yet being bombarded by fire drills and urgent requests. They’re probably catching up on a few things with a glass of wine close-by.
The magical “Tuesday at 10:00 a.m.” email marketing day & time isn’t what it used to be. But if it was ever really effective, it was still a lazy way of emailing all your prospects at the same time. The better you understand the rhythm of their week, the more likely you are to reach them at the right time to improve your response rates.
Want to reach real estate agents? Email them Sunday afternoon. Many are working, sitting at open houses, bored.
Want to reach pastors? Avoid Fridays and Mondays, the typical days they take off after working on Sunday.
Want to reach executives during the workweek? Try hitting them at 5:10 p.m. They’re likely done with their meeting schedule, and back at their office catching up. At their desk, watching their screen, looking directly at the email notification with your name on it that just popped up in the corner.
Of course, that assumes you hit them at 5:10 p.m. local time, which requires splitting your list by time zone.
More work to email this way, yes. More likely to increase readership and response, absolutely.
Take another look at how effective the timing of your email marketing is. Because how many emails are you really reading on Tuesday at 10:00 a.m.?
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