news + articles

Why is it important?

If you want to make an impact with a new email campaign, choosing what day and even what time you launch is crucial. Like any item of media vying for attention, your email stands the best chance of getting noticed if it is timely or topical.

How do I decide when to send an email?

A good starting point is marketing a product or service on the back of an annual or regular event relevant to your business. For example, florists market flowers around 14 February.

But what if there isn’t a relevant date?

Your launch need not hang on an annual event. Amazon.co.uk has had great success by publicising its pre-order facility ahead of the launch dates of predicted best sellers such as the new Harry Potter books, the Star Wars Trilogy DVD box set or the Lord of the Rings: The Return of the King extended edition.

Does the time of day make a difference?

Just as with television or newspapers, there is a prime time for getting your message out. An email launched at lunchtime-to-mid-afternoon and about midweek will generally find audiences at their most receptive.

Is there a bad time to email?

Most experienced marketeers reckon it is best not to email early in the week as anything superfluous arriving in an inbox at that time is likely to be deleted quickly. Equally, an email arriving late on Friday afternoon is unlikely to get much serious attention.

Case study: Timing

Travel-related emails are an exception to the timing rule. These are well received at the beginning of the week because people’s enthusiasm for work may be at a low ebb at this time and the idea of travel and escape is more appealing.

On a more practical level, people are likely to be planning ahead, either for the coming weekend or for an annual holiday, and are more likely to be receptive to new ideas.

Odeon online sends a weekly email at the end of the week, just when people are likely to be thinking about going to the cinema, and one-off emails to coincide with a new film release.