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Join Our Research Team at DMA 2014
Jan 16, 2003
Blog Post

Time of Day & Your Email Campaign

SUMMARY: No summary available.
By Managing Editor Anne Holland

Rick Stamberger's company SmartBrief publishes email newsletters
for more than two dozen different marketplaces, so when I got a
chance to interview him for a Case Study this week (see below), I
asked the question we're all dying to know these days:

"Which time of day is really the best to send email?"

His answer was it depends on when your target market is most likely
to read your message. For example, he sends email to restaurateurs
just after the lunch hour rush, to grade school teachers in the
late afternoon, and to consumer packaged goods CEOs around 10am.

His average open rates are higher than 70%, so he's got to be doing
something right, and I bet carefully considering time of day is
part of it.

Turns out, you want to be around the top of the email pile at about
the time your audience turn on their computers to check it. Which
means sending late at night is stupid because your message will be
jumbled in the midst of a lot of other emails by the time
recipients see it (unless they are late shift workers).

It also means attaching time zone info to names on your list may be
critical for your success.

It's incremental stuff like this that adds up over time to a better
ROI.

P.S. Link to a case study on Rick's Company.

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