The idea of email marketing has roots in direct mail campaigns. Anyone who cut their teeth on marketing when direct mail was king will tell you that Tuesdays and Thursdays are the best days to send your emails. Their thinking is that on Monday, your recipients will have to sift through piles of mail they got over the weekend (also known as SPAM). Monday’s are also the most popular day to take off from work to enjoy a long weekend. That leaves Tuesday as the first day that people will be out from under their pile of email, and they will be motivated to push through their inboxes having already missed a day of work.
Thursdays has the same sort of thinking behind it. Marketers want to reach their recipients before they their mind is turned to the weekend, and the marketing message falls onto deaf ears.
These all sound like good theories, however email has a huge advantage over direct mail – analytics. By using analytics marketers are no longer taking stabs in the dark to find the best day to send their messages. And what they have discovered is that depending on your product, business, or message, every day of the week is a great day to send an email.
To find the day that is best for you, you’ll have to dig into your reports and analyze your open rate. This metric will not tell you how well your email is performing, but it is the first step to understanding your overall email marketing performance.
If you’re serious about improving your email marketing, start by splitting your list in two. Send the same email to both lists, but vary the day you send. Be careful not to change too much because you’ll muddy your results. By creating this A/B test you’ll be able to see how the two days compare to each other.
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About the author: Jeune Ortiz is VP of Marketing and Creative Director at future-ink. With more than 20 years of experience in graphic design and marketing, Jeune brings extensive knowledge and creativity to each website and internet marketing solution to grow your business.
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