Of all the questions we get from our Content Marketing clients, “When is the best time to send?” is easily in the Top 3.
Fortunately, the answer is simple…there is no right time. Oh sure there are plenty of email and content marketing “experts”, and I use that phrase very loosely, who will tell you “oh Tuesdays at 10am is the best time to send”. The funny thing is that they usually base it on nothing.
The other issue is that once people read that, they all start sending on Tuesday at 10am. So guess what happens? Your message gets lost in the shuffle and suddenly Tuesday at 10am becomes the worst time to send.
So to actually prove this I looked at the times that our 50 content marketing clients have sent over the past 2 months. Below is a comparison of the time they sent and the percent of views they received.
As you can see from the data there is clearly no “right time to send”. Some clients who sent at 10am got very good views and some got not so great views.
So what does effect open rates? There are a number of factors:
- Subject line: Is it attention getting? Does it stand out from others? Is it Spam filter friendly?
- Content: Are you sending something of value?
- Reputation: Have you consistently sent content of value to your list? If they see you as an expert in your field they will be more likely to open your emails.
If you would like more ideas for getting your content marketing seen by more people please don’t hesitate to contact me at [email protected].
Todd Lewandowski has 10 years of marketing experience in the staffing and recruiting industry. Todd has worked with over 100 staffing and recruiting firms in the development and execution of email marketing programs.
