When you take the time to write a newsletter, it goes without saying that you want to make sure it’s read by as many people as possible. Newsletters are one of the best tools you have in your online social arsenal, so it’s important to get the most out of them. You can utilise newsletters in all sorts of ways, including spreading news about offers and promotions, positing yourself as a source of industry knowledge and insider tips, or as a way to promote your blog. However, all of this is redundant if people don’t actually get a chance to see them. That’s why we’re asking, when exactly is the best time to send a newsletter?
Anyone with a basic grounding in social media knows that when it comes to posts, you have to pick your moments. There’s a good time to post…and a bad time to post. The same goes for newsletters. But you don’t just want a ‘good’ time. You’re after the optimum time. Unfortunately, the answer to this question isn’t straightforward, as it depends on a number of variables. For starters, who is your audience? When are they most likely to open the newsletter? Should the newsletter already be in their inbox for the start of their day, or later on while they’re at work? Do you want the newsletter to come into them at work in the first place? Would the weekend be better?
Every site and business is going to have different answers to these questions. The trick is to figure out the answers specific to your own enterprise. You might need to work with social media experts to achieve this, or outsource all of your content, social and newsletter requirements to an SEO company who knows what they’re doing. However, beyond the specifics, there are a few general tips you can keep in mind as you plan your newsletters and decide when to send them.
First of all, weekdays are generally better than weekends, and daytime is generally better than nighttime. Monday is best avoided, as people are usually a) depressed that the weekend is over, and b) have a pile-up of emails to deal with when they hit their inboxes. Tuesday is potentially the optimum day, with a second-send* 48 hours later on Thursday. Fridays aren’t great either, as people are looking ahead to the weekend and might be rushing to complete other work in time. Try to send them early in the day to beat the rush. Remember, you’re almost certainly not the only newsletter in the recipient’s inbox – the goal is always to be both the one that they open and the one that they act on.
Good luck guys, let us know if you have any more questions by getting in touch!
* We recommend Mad Mimi to many of our clients, as it allows an automatic second-send option with a new title sent to all those who haven’t opened the first email. We don’t have an affiliate partnership with them (or any other software company, for that matter!) – we just love their open rate. And their fun cartoons. Because who doesn’t love cartoons?!