Everyone wants to know the best practices for professional services marketing and sales—what are the best practices in cold calling, direct mail, networking, event planning, lead nurturing, etc.?
The question I’m often asked is, “What are the best email send days and times?” My typical answer, “It depends.”
Don't let your email get lost among the many your clients receive
Sure, there is research that tells you certain days and times have the highest open and click-through rates. This research is great and certainly can help you think about when to send your emails. However, just because a certain day and time in the research got the highest open and click-through rates, doesn’t mean you will have the same results.
Furthermore, once a “best practice” for email send time is established, it almost instantly becomes irrelevant. Many firms latch on to the advised time and apply it right away. Suddenly, readers are inundated with email on that particular day and time. They can’t possibly read all of the email messages and the articles included within them, so the open and click-through rates across the board drop (the reverse of what senders had hoped would happen).
To find your best send time, first think about your audience. Ask, “When are they most likely look at and respond to my email?”
Example: If your audience is primarily made up of consultants, a good send day may be a Friday, a day that is typically regarded as a poor day to send email. But if you think about this audience, Friday is when they are back in the office after traveling for the week.
The best, best practice I can give you is to begin testing to find your best practice.
Have you already conducted such tests? What were the results? Was anything contrary to what you believed?
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