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Maximizing Deliverability
Spencer Kollas Director of Delivery Services
January 24, 2008
Best Day To Send Email--Really?
You know I love how every month or so some company comes out with a new study about how they figured out the best day of the week to send emails to their customers. The great thing is that every study is different, one might say send on Monday because it is the beginning of the week, another says send on Friday because people are thinking less about work and getting ready for the weekend. So who is right, when is the best day? Well, as I always say, it depends on the sender. No two senders send to the same group of people so how could you possibly think something like the day of the week be the same for every mailer--it isn't. The other problem I have with these studies is that once someone says the best time to send is Wednesday at 9am, everyone is going to start doing it and then it doesn't seem like such a good idea because your customers are getting to much mail at that time. Once this happens the next study shows the best time is Thursday at 6pm, so everyone starts sending them. It is a vicious cycle. Needless to say my suggestion to you would be to test different times and days yourself and do what is best for your company and your customers, not what some report said this week. Good luck and happy sending.
Posted by: Spencer Kollas at 6:59 AM
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Halfway through the month, we paste into all numbers from the previous month. They are added to the numbers from the month before and the month before that. And we end up with two recommendations... one for our internal customers as to the day of the week they ought to request, and a second for the time of day that our producers ought to shoot for when sending out campaigns. We occasionally see subtle shifts in timeslots, but that's about it.
At the more granular level, it's a continuing education process to remind clients that it's less about *when* you send so much as *what* you send and *who* you send it to.
Comment by James Lamb – January 24, 2008 8:26 AM
Spencer - from this point forward, everytime I'm asked this question, I'm sending the asker to this blog post. AMEN!
Comment by Tricia – February 1, 2008 8:27 AM