So you’re ready to send out an eblast. Like any good email marketing professional, you’ve tailored your message, proofed your content, checked for image display issues, and tested for technical errors. It’s time to hit that send button.
Or is it?
Last week, we talked about general email sending best practices — with one important disclaimer: your ideal email sending time will ultimately depend on your product, message, and audience. So how do you find the perfect time to communicate with your audience? Simply by looking at your history.
Today’s advanced tracking and reporting tools can reveal everything you need to know about your audience’s preferences for email communication. Start by pulling reports of your eblast open rates from the past six months, then use the worksheet below to create a couple of quick scatter plots. Gradually, you’ll begin to see patterns with regard to particular days and times that seem to have the highest or best response rates. Keep an eye out for interesting variations and anomalies that can tell you more about your audience.
Most likely, there won’t be a single send-time that is optimal for all of your prospects, so consider segmenting your lists by time-of-open (for example, “Opened between 10:00 a.m. and 1:00 p.m.” vs. “Opened between 1:00 p.m. and 3:00 p.m.”) — you’ll be surprised at how easy it is to determine the best send-time for each grouping.
Good luck, and let us know your findings in our comments section!