When to Send an Email Campaign…and When to Stay Quiet
Posted On: January 18
when to send email Timing is everything. That’s how the saying goes, at least. And we couldn’t agree more–timing is critical when it comes to love, work opportunities, and….email campaigns. The truth is, timing is everything with regards to any kind of marketing effort. You’re less likely to respond to a print ad for a chocolate cake when you’re stuffed. You’re more likely to respond to an Instagram ad for winter coats in November than in July. Email campaigns, most of all, need to be strategically timed to capture the attention of your recipients. After all, you’re competing with potentially hundreds of other subject lines, promising hot offers and significant discounts. Time it just right, and your recipients are likely to open up your campaign and give you a few precious minutes of attention. Time it wrong, and your thoughtfully designed email can get lost in the clutter. In the following article, we’ll take a look at when to send emails, when to avoid sending emails, and how to design email campaigns that are timely, relevant, and attention-grabbing. The end goal? Learn how to send the right kind of email at the right time…and get a great response that maximizes your effort.
Free Download: 10 Email Pro Tips for Newbies

What you’re up against.

Let’s get the hard part out of the way first, shall we? In 2020, over 306 billion emails were sent every day. On average, your prospects are receiving around 120 million emails every day (especially if they work in an office). And those numbers are only going to increase. The second hard part? The attention span of your recipients isn’t improving. In 2000, the average attention span was 12 seconds. Today, the average attention span is 8 seconds. The good news here–especially for email marketers–is that email is still one of the best ways to reach your audience.  In fact, some states say that email is up to 40 times more effective than social media. Why? Because unlike an Instagram post or Facebook ad, email is specifically targeted and personal. Email is widely used by all ages, on both mobile and desktop. The bottom line? Email is still powerful–and it’s still one of the best ways to build an audience (and a customer base) for your small- to medium-sized business. Click To Tweet That being said, you can’t underestimate the importance of when you send an email campaign. In the next section, we’ll take a look at the best–and worst–times to send an email.

The best–and worst–times to send an email campaign.

If timing is everything, then how do you time an email right?

The right time of day.

When it comes to email open rates, it appears that people are more likely to open emails around meal times–late morning (10 AM), lunchtime (1 PM), and before dinner (6 PM). The explanation? Most people are likely to check their email inbox at significant points in the day–the start of the day, during lunchtime, and at the close of the day. They’re least likely to respond to an offer early in the morning or very late at night–so schedule your email campaigns accordingly. when not to send email

The right days of the week.

According to studies, the best days of the week to send emails are Tuesdays (#1), Thursdays (#2), and Wednesdays (#3). The worst days? Saturdays and Sundays. Your recipients likely aren’t sifting through their email inboxes on the weekends, and are far more likely to click through and respond to an offer during their workweek.

A note on the holidays.

Once you’ve established an effective rhythm of sending email campaigns at specific times and days (Tuesday at 1 PM, for example), you can rely on this routine to get a steady, consistent response. That being said, there will of course be exceptions to your routine: namely, holidays and special seasons. Here are some rules and guidelines for email marketing during holidays and unique seasons (such as election years or national crises):
  • Make sure to prepare for the winter holidays. November and December are great times to ramp up your email marketing, so you might want to send more frequent email campaigns, especially if you’re running specials or discounts. Still, avoid sending campaigns on the day of holidays–for example, Christmas Eve and Christmas Day.
  • Consider national events. When the attention of your audience is consumed by current events (such as election years, catastrophic weather, or national crises) you might want to put your marketing efforts on hold. At the very least, seek to be relevant in your email campaigns–you don’t want to come off as tone-deaf.
  • Don’t forget Black Friday and Cyber Monday. Make sure to leverage these “consumer holidays” to your advantage by sending targeted email campaigns advertising specials and sales. In 2020, Black Friday saw $9 billion in sales in the U.S. alone. On Cyber Monday? American consumers spent $10.8 billion.
Finally, take into consideration the special interests and needs of your particular audience. If there’s an event that doesn’t capture the attention of the nation–but would resonate with your audience–then send a themed email campaign. Make use of anniversaries of important figures, “silly” national holidays (like Donut day), and important months (like Black history month).

Examples of timely email campaigns.

Now that you know when to send an email…and when not to send an email….here are some ideas for timely email campaigns that get a high response. 

Exciting announcement.

When your brand or business is planning on launching a new initiative, product, or service, create anticipation by creating a “countdown” campaign with a series of emails. This not only builds awareness and increases response to the launch; it also helps build a relationship with your email list by giving them something to get excited about.

Shopping cart reminder.

Sending segmented or targeted email campaigns can be a powerful–and timely–way to get a response. For example, if you have potential customers that have gone halfway through the checkout process without fulfilling their order, you can send them an email to remind them of the items that are still in the cart. A simple subject line like “Forgot something” does the trick.
Email campaign

Welcome email.

When you’ve got new subscribers, make them feel immediately welcome with an email that addresses them by name, introduces your brand or business, and offers them a special discount code or small free gift. This is a great way to make subscribers feel a “part of the family”…and builds anticipation for future emails.
Don’t forget to download: 10 Email Pro Tips for Newbies

Partner with Capital Consulting Group.

Email campaigns are a powerful, effective way to connect with your audience, build awareness and relationships, and most of all, increase response–and profits. But email marketing requires forethought and strategy to work. It requires not only timeliness but knowledge of what will make your email sound and look like you. Most importantly, effective email marketing relies on getting a real response. Capital Consulting Group can help you grow your email list, build powerful, timely email campaigns, develop a brand voice you can use across all marketing assets, and most importantly, create a strategy for long-term effectiveness. If you’d like to schedule a call with Claudia from Capital Consulting Group, click here.