The struggle for the attention of a potential client is as old as the world. E-mail, being an outdated tool in the eyes of the younger generation, is actually quite effective. Social media is no substitute for this technology, especially when it comes to the privacy of business conversations or personal newsletters.
Email newsletters can be of various types, but they all ultimately have one goal: for the addressee to open the letter and, if we consider a completely ideal case, for him to follow the link to our website and perform some targeted action: ordering goods, conclusion cooperation agreements with us, etc.
The problem is that so many newsletters are deleted by the recipient without opening the messages. Basically, this happens only for the reason that the addressee is too busy at the moment and does not want to read anything that is not related to his current affairs. At the same time, the user does not unsubscribe from our mailing list, since he himself subscribed to it, because our services or product are of interest to him. But just right now he is not up to it.
Why not just leave the email in your inbox to read it later? – you ask. If you receive no more than two or three letters a day, then this, of course, is not a problem. However, for many business people, by the end of the day, the inbox can be littered with a lot of messages that have yet to be sorted out and which are more important than your advertising or newsletter. There is no simpler action than to swipe your message into the trash so that it does not distract attention.
In this regard, marketers and developers of email services have studied the typical behavior of most people, from employees to entrepreneurs, to find out what day of the week and what time they are most likely to open your email. Quite predictably, it turned out that it was Wednesday, the middle of the day.
This is logical, because Monday is incredibly busy for many, with a huge mountain of accumulated cases. And closer to Friday, when everyone is already tired, and the weekend is visible on the horizon, then your informational message also runs the risk of being thrown into the basket without opening.
So Wednesday. The optimal time for sending letters is in the range from 13.00 to 14.00. As expected, at this time almost everyone has gone to lunch or just returned from it, so for the most part people are relaxed for a while and are ready to familiarize themselves with your offer.
The only problem is that today, during any break in work, most people will prefer to check their social networks, rather than email. But if your mailing list subscriber is an executive or business owner, then this problem is much less relevant, since entrepreneurs and directors work much more with mail and more often check all letters without exception.
However, given all of the above, there may be a situation where your user is subscribed to several mailing lists from different companies. The marketers of these companies, having learned that the best day to send newsletters is Wednesday, can simultaneously flood the addressee with their messages. If the subscriber does not like it, then he will unsubscribe from the least interesting companies for him.
In the digital world, everything changes very quickly and it also forces people to change. So you have to constantly adjust. Your best bet is to find a newsletter system that provides analytics on what percentage of your emails have been opened by the recipient. Then it will be possible to conduct testing with different mailing days, according to the results of which you will choose the most effective option.
Leaving aside the obvious influencers on open rates, such as the attractiveness of the email subject line, you also need to take into account the direction of your company. After all, if your business is a bar or restaurant, and you send out information about discounts on menus and drinks, then obviously your best day for this may be Friday. While a proposal to reorganize the workplace may be better accepted by the recipient on Monday.