If you execute email newsletter campaigns to promote your event, then in order to maximize the number of people who open and click-through your email, you have to be strategic about when you send out your newsletters. Timing is everything, as sending a newsletter on the wrong day or at wrong time can impact your email performance negatively. In this blog we will discuss the best days and times to send newsletters to ensure that your events get maximum exposure.
Timing for any newsletter will depend on the type and purpose of the newsletter.
Scenario 1: If you are sending a newsletter to inform your customers about your latest upcoming event, we recommend that you not send it too early or your customers will not feel the urgency to book their tickets now. On the other hand, you also have to make sure that you give enough time to your campaign, so that customers can share the event details with their friends and colleagues. If you are organizing a large event with big artist, it is advisable to start promoting your events two months in advance . You can use an additional month to create and enlarge your key messaging.
Scenario 2: If you are sending a newsletter to inform people about last minute tickets to a concert, then you should consider sending it one week prior to the event in order to give your customers sufficient time to open your email and arrange their schedule.
It used to be a commonly accepted metric that a marketing email had a three day “open tail”. However, nowadays, customers check their inbox’s less frequently and spend more time on social networking sites updates. Hence, the lag time between sending an email and a customer reading it has grown. These days, most people allow up to five days for stragglers to open emails.
Most studies support that sending emails on Tuesday, Wednesday or Thursday in the afternoon will yield the best results. Here are some guidelines for identifying the best days and times to send email newsletters.
- Monday is considered the worst day. When people come into work on a Monday, they often begin the day by deleting anything they feel to be unimportant or marketing related so that their inbox’s appear to be less overwhelming.
- In terms of time of day, early morning email delivery has the lowest open rate because people typically check their email when they arrive at work and delete anything that appears to be unimportant in order to reduce clutter before the day starts.
- Internet activity in general typically decreases on weekends. This may be because people spend more time with their families, get outdoors more or are just burnt out on Internet usage after a long week at work. Almost every online metric category slips on the weekends, and that includes email opens.
So, if you want to run a successful email campaign, first decide the purpose of your email and then send it out on a midweek day in the afternoon to get maximum exposure.