In advertising, everything is about timing. In fact, marketing companies spend countless of hours doing marketing research to determine when to launch the upcoming product campaign. Send it out too early, and you’ll find that there is no demand. Send it out too late, and you’ll find that someone else already got there first. This is particularly the case with email marketing. It’s about catching the fish when they’re ready to bite; not just putting the worm on the hook.
When is the Best Time During The Day To Send Emails?
The purpose of sending out emails is to get the desired response. This can include anything from product purchases to getting engagement through blog and article links. Although there are strategies for sending out emails throughout the day, the ideal time is before 6.a.m. and after 8.p.m. Why? Because this is when your recipients are most likely to be able to respond. Sure, you can launch an email campaign during working hours, but many of your recipients put off responding to them until a different time. However, they rarely respond once they’ve put it off.
Remember that the key to an effective email is to get your recipients to respond right away without having too much time to think. Reading email at home with no distractions creates a perfect environment for a sense of urgency, i.e., responding to an email. An article in Forbes Magazine reports that “If you send notes earlier in the morning or later at night, your odds of getting a response go from about one in three to almost one in two. I don’t know about you, but I like those stats a whole lot more.”
Seasonal Holiday Marketing
Seasonal marketing involves a strategy of slowly building interest in your product or current campaign. Naturally, if you throw everything at your clients in one pile, you’ve lost momentum, and they’ll go on to the next product by the next company. The question is when to start the campaign before the holiday hits. The most obvious examples would include mega holidays such as Christmas, 4th of July or Mother’s Day. Today’s advertising has demonstrated more audacity than ever before by launching aggressive marketing campaigns that almost trip over each other. Before Halloween is over, Thanksgiving email ads are already filling the inboxes. Christmas ads are showing up at least 2-3 weeks before most consumers have their minds on Thanksgiving.
The trick is to get in the game without giving the perception that you’re the first one out of the gate in a desperate attempt to get the sale or be perceived as ‘that company’ that crossed the line too soon. Have your entire email marketing strategy already planned out and be ready to launch just a few days after the first wave. From there you build as you go and build momentum. Remember that your best deals, sales, and campaigns should happen at the peak of seasonal competition.
Beware of Overkill
One of the grim realities of social media and email is that it’s saturated with advertisements, videos, marketing campaigns, promos, and everything else under the sun. Just check your spam folder, and you’ll find this to be true. The constant barrage of marketing media has conditioned online and email users to shift their eyes and look over it. To compensate for this, some companies will send out more emails throughout the day thinking that there’s no way their target audience can miss it. According to Hubspot “69% of U.S. email users unsubscribe from a business or non-profit email because the organization sends too many emails.”