Recently, the Intelligent Demand team pondered the best day to send emails over beers at the local public house. What did we determine? For one, beer pairs well with marketing—but there were some deeper revelations as well.
We discussed how trying to boil down every marketing variable into a neat, predictable equation can be problematic. Best practices are all over the Internet. However, the rules they present typically only remain relevant for about as long as it takes you to read. So is there a concrete best practice for the best day to send emails? As we ordered another round, we set to discussing what the industry thought leaders say about the best day to send B2C emails.
Opinions on the best day to send emails – everybody’s got one
When determining something like the best day to send your B2C emails, you’ll find numerous email writing tips and best practice recommendations online:
- A MarketingSherpa article reports that Tuesday and Wednesday are the “most effective” days for email sends.
- A post from GetResponse asserts that the most emails are sent on Tuesdays and Thursdays, and that Friday has the highest Click Through Rates.
- MailChimp’s ongoing Email Genome Project echoes that Tuesdays and Thursdays have highest volume of email sends.
- Finally, the Web Marketing Group says that B2B emails were best sent on Thursdays, while B2C emails worked Tuesday, Wednesday, Thursday, and…Saturday?
Looking at these results, it seems clear that the middle of the week – Tuesday in particular – is the best time to send emails. But depending on the angle you approach a study from, statistics can be used to support just about anything you’d like them to support.
And that leads us to our next question:
Are best practices your best friends?
Consider that 94% of emails are sent during the week, with the majority of those being sent Tuesday, Wednesday and Thursday. Therefore, when you follow the rest of the herd, you’re competing with just about everyone for a specific day at a very specific time (most emails are sent at Noon).
For as much as our industry adheres to best practices, and standardizing our methods, smart marketers are also strong advocates for experimentation. If there weren’t change agents and innovators, we might all still be doing batch-and-blast email sends and tirelessly attending trade shows. We would be banging our heads against the wall.
Ray Kurzweil’s Law of Accelerating Returns predicts technology and the way we interact with it is developing at an exponential, not linear, rate. So how we receive emails and when we open them could change as much in the next 18 months as it has in the last three years.
Punchy, one sentence summary
Use best practices as a guide for your marketing, but don’t ignore your gut—innovation and experimentation can be just as fruitful as tried and true.
At Intelligent Demand, we love best practices and the wisdom from industry thought leaders. But we’re also continuing to experiment. Our passion is demand generation marketing, and we learn more about this changing industry every day. Give us a shout – let’s talk about lead engagement. Seriously, we eat, drink, and breathe this stuff.
What are your thoughts? Leave a comment, we’ll be sure to get back to you ASAP!