{"id":638,"date":"2013-07-17T14:13:01","date_gmt":"2013-07-17T18:13:01","guid":{"rendered":"http:\/\/insights.canopylabs.com\/?p=517"},"modified":"2018-06-11T14:52:09","modified_gmt":"2018-06-11T18:52:09","slug":"when-should-marketers-send-e-mails-and-why","status":"publish","type":"post","link":"https:\/\/staging.oddbee.com\/canopy-labs\/when-should-marketers-send-e-mails-and-why\/","title":{"rendered":"When should marketers send e-mails? And why?"},"content":{"rendered":"

Do you run an online business or market your products on the web? Then you’ve likely come across numerous tactics that are believed to help your reach your goals — launching on a Tuesday<\/a>, sending e-mails when people are actually sitting at their computer, and responding to people’s inbound questions within 5 minutes<\/a> of them contacting you.<\/p>\n

Of course, not all tactics are created equal, and as more companies market online, tactics that once worked have now become moments when everyone<\/i> tries to reach their audience.<\/p>\n

Related to this, many of our customers ask, “When should I be sending my e-mails to customers?” When you send an e-mail, you want it to stand out from the crowd, and to arrive at a time when your customer is most likely to read it. This should be when they are attentive and at their inbox, but not overwhelmed with too much e-mail — work or personal.<\/p>\n

All of this is fine in theory, butwhen<\/i> do you send the thing?!<\/p>\n

While the answer often depends on the specific business and goal of the e-mail, we recently signed up to a large amount of consumer-focused newsletters to see exactly when they send information to subscribers. We subscribed to everything: news alerts, magazines, daily facts, and lots of ecommerce lists. We wanted to see when<\/i> e-mails get sent, and whether there are certain trends most e-mailers follow. We noticed a few…<\/p>\n

Trend #1: The magic hours of 12pm-4pm<\/span><\/b><\/p>\n

\"hours\"<\/center>On a daily basis, 41% of e-mails get sent between 12pm and 4pm Eastern, as illustrated in the chart above. This should come as no surprise: companies likely want to reach you when you\u2019re bored, near a computer, and looking for a distraction \u2013 sending you an e-mail at work provides just that. Doing so after 12pm Eastern means the e-mail will cover the entire North American continent during business hours.<\/p>\n

You\u2019ll also notice a 6am upswing in the chart, which is likely all the newsletters that want to be in your inbox by the time you wake up.<\/p>\n

Trend #2: Send on Mondays and Tuesdays<\/span><\/b><\/p>\n

\"day-of-week\"<\/center>When else are you likely to want a distraction? Early in the week, when you\u2019re reminiscing the weekend and plotting an escape from the cubicle, of course! Most companies must believe this happens on Mondays and Tuesdays, as 39% of e-mails are sent on these days. Even more surprising is that in aggregate, marketers view Wednesdays, Thursdays, and Fridays, as similar to Saturdays and Sundays — e-mails come quite consistently throughout this period.<\/p>\n

Focus on Personalization and Opportunities<\/span><\/b><\/p>\n

What’s most interesting about this analysis is just how consistent e-mail newsletters are in aggregate. Everyone likes to get e-mails early in the week and to get a nice distraction, but there’s a good chance your e-mails will get lost in the noise. So why not send them an e-mail on a Wednesday? Or better yet, learn more about the people subscribing and send them e-mails at the times that work best for them — late night for night owls, and 9am for those with office jobs on the East Coast.<\/p>\n

In this sense, remember two key principles:<\/p>\n

    \n
  1. Know the context of your readers. Send them e-mails at certain times of the day and week that will fit when they are likely to buy a product or read the e-mail.<\/li>\n
  2. Personalize the time you sent e-mails. Send your readers e-mails at times they are personally<\/i> likely to open and read them. This means tracking their reading habits over time and e-mailing them when they historically prefer to open e-mails.<\/li>\n<\/ol>\n

    Unfortunately, not many e-mail tools currently allow for this level of personalization, but we’re always keen to help. Contact us<\/a> to learn more about how we automate such personalization.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Do you run an online business or market your products on the web? Then you’ve likely come across numerous tactics that are believed to help your reach your goals — launching on a Tuesday, sending e-mails when people are actually sitting at their computer, and responding to people’s inbound questions within 5 minutes of them […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"_links":{"self":[{"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/posts\/638"}],"collection":[{"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/comments?post=638"}],"version-history":[{"count":3,"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/posts\/638\/revisions"}],"predecessor-version":[{"id":6161,"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/posts\/638\/revisions\/6161"}],"wp:attachment":[{"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/media?parent=638"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/categories?post=638"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}