Direct Marketing Questions:
The Time Factor: When to Send Your Eblasts
In the business world, timing is definitely everything. If you plan to pursue direct marketing like email marketing and attempt to reach your customers by sending eblasts, you have to think about making it convenient for them. Since everyone’s different, the rate that they receive and open your e-blast depends on your audience and other factors. For this reason, it is important to know your consumers before offering direct marketing.
In direct marketing, there is not a chosen day and specific time for sending eblasts. However, there are some days and times that are more preferable than others. The best and worst days for sending eblasts is going to vary between companies, so don’t stick to a particular schedule. A universal direct marketing tip to live by is to avoid sending eblasts on Mondays. Many individuals sit down at their desk on Monday, open up their Outlook and start deleting irrelevant junk mail. Even though your eblast is not junk, it can get lost and deleted in the Monday ritual of employees cleaning out their mailboxes.
Some Days May Be Better than Others
With that being said, try to send out your eblasts during the middle of the week. Also, you can send direct marketing eblasts on Tuesdays, Wednesdays and Thursdays. Since Mondays and Fridays can be considered meeting days for a lot of companies, avoid these days for your direct marketing needs. As far as time goes, we’ve already figured out that early mornings (especially on Monday) are when people clear out their mailboxes and delete emails. That’s why you should send out your eblasts during the afternoon, because it is more likely that people will read them during that time. Timing is a strong factor with sending eblasts, but not the only factor responsible. Other elements of the eblast that matter include design, graphics, subject line, copy and length.