Oct 31, 2001
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We've been running a lot of ads in other publisher's email newsletters recently, and it's made me think about one media buying factor for success in email newsletter media buying -- time of day the letter goes out.
It's not just day of the week (although, that can make a big difference too) but also what hour it goes out. And often that's info that data cards and media brokers don't tell you -- sometimes because the time varies depending on when the editor gets their act together. I've found that ads going out in ezines published from Eastern Time 9am-3pm do the best for us. Anything outside of that just doesn't get the clicks it deserves. Bear in mind -- this is just us. You'll need to test time-of-day for your own demographic.