When it comes to letting your clients, customers and associates know about an exciting new service you have to offer, important news about your business or a special offer you’re running, it’s likely that you’ll consider spreading the message via social media marketing, including email marketing (e-marketing).
But have you ever considered that the day, time and month may influence how successful your message is and how well the marketing campaign received? For various areas of social media marketing – especially Twitter, it is possible to use online tools which suggest the best day and time of day to send a message, based on the response rate you’ve previously had.
When it comes to e-marketing, there are no conclusive tools, but this doesn’t mean the day and time doesn’t influence your success.
As accountants and solicitors, it’s understandable that you’re sending emails to-and-fro each day of the week, during various office hours and in most cases after office hours, ensuring you’re able to reach your audience when required. Yet believe it or not, there are a few studies whose research suggests that the day and time of day you send an email as part of your social media marketing campaign can have a major influence on how well it is received.
Two studies which stand out, one from Email Karma and one from BusinessEmailLists suggest that Wednesday is the best day of the week to launch an e-marketing campaign; whilst narrowing the time down to between 10 and 10:30am and 1 and 1:30pm.
Email Karma’s study involved them monitoring their inboxes for a four month period and analysing the data, from which they found the following:
• Saturday – 4.72% of emails received
• Sunday – 4.00% of emails received
• Monday – 14.01% of emails received
• Tuesday – 17.78% of emails received
• Wednesday – 21.53% of emails received
• Thursday – 19.33% of emails received
• Friday – 17.75% of emails received
Whilst the findings aren’t necessarily 100% accurate nor will they be the same for every business, when examined logically they can provide a basis from which businesses should consider when looking to launch an e-marketing campaign as part of their social media marketing campaign.
Over the weekend, it is likely that many of your clients, customers and target audience will be looking to occupy their time with other things, rather than work related emails or business, which helps shed some light as to why the percentage of emails received on a Saturday and Sunday are well below other days.
Mondays normally see businesses catch up on any work which has been carried over from the previous week, along with getting the rest of their week planned out; whilst Friday – especially Friday afternoon – typically sees businesses looking to the weekend and finishing off anything which has been on-going throughout the week.
This leaves the three days in the middle of the week, with Wednesday often being a good indicator for businesses as to how the week is progressing, enabling them to send emails – whether to begin new business or to chase up outstanding business, thus seeing a large increase in the number of emails received.
Time also plays an important part, as for most businesses the first hour of the day is often spent checking emails and planning the day – leaving the timeslot between 10 and 10:30am a time when emails are likely to be fired off; whilst 1 and 1:30pm is often the time when colleagues are back from lunch and responding to emails – and therefore more likely to read and pay attention to any emails they receive.
As we’ve said, these findings aren’t conclusive and will vary from business-to-business; but if you’re considering launching an e-marketing campaign, they are certainly worth bearing in mind, before clicking the send button.
It would be interesting to see how many of you have found similar results within the e-marketing area of your social media marketing campaign, why not share your findings – have you found that a certain day provides better results for email responses? What about a certain time of day?