Email is one of the best ways to increase exposure to your content and get more people to read it. While you probably already offer feed subscriptions so people can receive your content via their preferred feed readers or email, you can also send educational, informative, and promotional emails to hype your content (as long as you receive permission to do so in advance). Email is a great way to call attention to your best content!
Recently, GetResponse analyzed 21 million of its U.S. accounts to determine the best day and time to send email in order to get the best response. As you might expect, more emails are opened during the week than on the weekend, but across the board (for percent sent, open rates, and click-through rates), Thursday took the top spot as the best day to send emails.
Hanna Andrzejewska of GetResponse explains that it’s just as important to understand your audience’s daily routines as it is to know their weekly routines. She writes:
“Monday’s results — the lowest except for weekends — may indicate that people are busy getting up-to-speed from the weekend. Thursday’s results — the peak in open rates and CTR — show that this is when people browse their inbox with more engagement. The slight fall-off on Friday may be because the weekend is right around the corner.”
That’s the rule – but it needs a more customized approach. If payday is on Monday, the results might surge. If you’re in the entertainment industry – Friday is when people start planning their weekend and will jump on your weekend offers. Your industry segment and organization type has unique characteristics that might make Thursday the best day. So it’s always worthwhile to test, analyze and compare your campaigns.”
GetResponse also tracked the best time of day to send your emails in order to get the most exposure for your content and found that sending email newsletters during readers’ top engagement times of 8 a.m. to 10 a.m. and 3 p.m. to 4 p.m. can increase average open rates and click-through rates by 6%. However, variables such as time zone, daily routines, and other marketers’ email campaigns can all have an effect on email timing optimization.
The infographic below provides more details about the best time to send emails to help you test and identify the sweet spot for your audience, your content, and your email messages. Combine this data with data related to the best times to post on Twitter and Facebook and the best times to publish online content, and you should see an increase in both click-throughs and exposure.