Email Newsletters – When Should I Send?
People ask me for advice all of the time about when they should send their email newsletter.
My advice remains that consistency is more important than the day of the week or time of the day that you send. Where most small business owners fail is that they start an email campaign, send 2 or 3 and get busy. At most they send it sporadically through the year.
Before you worry about the time you send your email newsletter campaign, worry about frequency. You need to be sending at the very least every 2 months, ideally every 3 to 4 weeks. If you send more often, opt-outs go up, send less frequently, engagement goes down.
Some surveys report that email newsletters sent on Saturday and Sunday get the highest response rates. They also report that email sent on these days gets marked as spam much more frequently. To a huge email marketer that might not matter, but to you it is huge. Your email list is probably closer to 150 addresses than 150,000. Leave the weekends free for time sensitive communications – your contacts will appreciate your respect for their leisure time.
As for weekdays, Tuesdays and Wednesdays seem to win out. The problem with sending on these two days is that huge email marketers are aware of this and that results in over 50% of all bulk mail being delivered on Tuesdays and Wednesdays. Additionally, you are not a huge email marketer. You are trying to have your newsletter reach a good percentage of your list, you are trying to get your newsletter to reach your entire list. Different kind of sender = different strategy is required to win
Our solution, you should rotate your send days Monday through Friday. This will ensure that you at least periodically reach your base base on the ideal day for them.
As for time of day, there are a few rules to follow:
- People arrive in the morning to full email boxes.
- People do not have time at the end of the day for anything other than wrapping up.
Send messages after 9am and before 3pm – anytime in that window should get you maximum exposure and the best chance at a same day viewing.
My advice, do not get talked up in the details of when to send – worry about frequency, consistency, and sending email newsletter content that people are happy to receive and respond to.