In my experience, the day of the week and hour of the day at which marketing emails are sent is often based on little more than the gut feeling of the email marketer and the performance of previous emails, rather than real data.
As someone who could put the anal in analytics, I think that’s a rather inexact science. Surely there’s a more accurate way to figure out whether the assumption is really true?
There are clearly some days of the week and hours of the day that result in higher conversion rates than others. So theoretically, if you can get your email marketing to your customers’ inboxes at the time they’re most likely to convert, or just before, your efforts should result in better conversion rates and more revenue.
Fortunately, there is a better way to determine the optimum mailing time, rather than using gut instinct – you can do it via Google Analytics.
Love the quote ‘put the anal in analytics’! I’m not especially anal (I think) but I do believe, quite firmly, in the power of evidence and research to inform decision-making. So this nice piece has come through from econsultancy at the right time for me. Question: did they use their analyics to time this?
Unless otherwise stated, everything Brendan says on this site is his own opinion. So there.
