I recently attended a meeting in which a certain humungous marketing and sales company (which starts with an “S”) was advising our marketing department to send email on Tuesdays and Thursdays because that when people are most likely to open more email in general.
I’ve been hearing that advice for at least a decade and it’s just as ludicrous now as it was then.
I don’t send “general” emails, and neither do you. Our audiences have their own unique personalities and needs.
When it comes to newsletters, you get to choose the day and time of your publishing, and your audience will adapt, as long as you are consistent.
Saturday is usually considered the worst day for email opens. But what if you’re in an industry or genre with lots of competitors who publish throughout the work week? Owning Saturday would be a huge opportunity. I’d even name the newsletter Your Saturday <fill in the blank>. You’d have the whole inbox to yourself!
Publish in a manner and at a time that best fits your habits or business strategy, not when stats on the general public tells you to.
Check out the rest of this month’s posts on creating email newsletters.