January 01, 2005
Blog Entry

Wisdom - Email Marketing 1

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It pays to be contrarian. If you want to reach the small and midsize business (SMB) market, send email on non-typical days. For a monthly newsletter, I’ve found the best week to send them to this market is the third week of the month. Most monthly newsletters seem to go out the first week of the month, or even the end of the last week of the month. Consequently, the recipients are bombarded with newsletters at the same time. Also, I have started experimenting sending out newsletters on Fridays, a day I never in the past considered a good day. However, for this market, where entrepreneurs and small business owners tend to work at odd hours, from wherever they happen to be, Friday is not a bad day for B2B newsletters. In fact, a fair number (10% or more) get opened over the weekend, when many small business owners and entrepreneurs are apparently catching up on their reading. I’ve even noticed a few of the other large newsletters intended for this market are sent out on Sundays, a day I plan to experiment with in 2005. By sending out emails in these non-traditional days/weeks, I have consistently gotten 50% open rates.

Anita Campbell, Small Business Trends, http://www.smbtrends.com

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