Timing is Everything...

I just stumbled on an email with an expired Memorial Day coupon. I didn't read the email in time to use the discount. I assume I'm not alone. It's of small consequence to me, but a potentially big loss for the advertiser.

If "location, location, location" is paramount in retail marketing, then "timing, timing timing" is the key to successful email marketing.

A recent survey by email marketing service SilverPop found that "both B2C and B2B marketers said sending emails at the right time was the top tactic they employed last year. Recognizing the importance of messages arriving in inboxes when recipients are most likely to have the time and inclination to respond..."

So, what's the best day to email? Historic studies say Tuesday, Wednesday and Thursday. ConstantContact says Monday is the new favorite. But I believe the best approach is to test your list. Every market is different. What works for selling socks, won't necessarily work for selling socketwrenches.

Test your timing. Send emails on different days each week and review your open rate, click-thru and other response rates. The people on your email list will tell you by their responsiveness what day works best for them.

Takeaway: How can you know the best day to email? Testing, testing, testing.