When to Send Email
There is one final piece to creating successful email marketing campaigns. Even if you have all of the above components in place, your messages will not work if they reach your subscribers at the wrong time. A recent study performed by Listrak of 3,000 email campaigns sent to 28 million subscribers in June 2007, it found that the best time to send email messages was Monday-Thursday between 9:00 and 11:00 am and 1:00 and 4:00 pm as a majority of subscribers are in front of their computers monitoring their inboxes at these times. It also found that mailers that considered changes in time zones showed a higher open and click through rate than mailers that sent their messages to their entire subscriber base at once.
Part of your list acquisition strategy should be to allow your subscribers to select the time they wish to receive the messages and then sticking to that delivery schedule. However, if you already have a list but do not have this data, you can obtain it easily through a simple survey or through testing different delivery times to find what works the best.
Be sure to send your emails out at a consistent day and time so your subscribers know when to expect your messages. This will help you achieve the greatest open and click through rates.
A Balancing Act
In order to create inspiring email campaigns, you must balance the art and the science of email marketing. Messages must be creative in both form and content but they must be delivered correctly to be effective. And results must be closely monitored after each email send so you can separate emails that underperform to those that give you the highest ROI.
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