Best Day for Sending Emails to a Targeted Email List
HRMarketer reports that smaller email lists enjoy the highest open and click-through rates. Fair enough. That makes sense as they're more likely to be highly targeted than are massive lists so the message is more likely to be relevant and perhaps even compelling to the recipient. That's why our targeted email clients enjoy the ability to choose from any combination of up to 700 fields of data when selecting which of the 120 million candidates in our targeted email database (8.5 million students and recent graduates) are to receive their mailing.
But I have to disagree with the study's conclusion that Friday is the best day for email opens (and a pretty good day for click-throughs, as well). I have not reviewed their data and, quite frankly, don't see the point. Because I've seen these studies before and disagree with their conclusions as they pertain to the world of recruitment advertising. The message that our clients deliver is different from the messages delivered by most email marketers as most are pitching products and services and not career opportunities. There is a difference and it shows with the results that our clients see.
We deliver multiple targeted email campaigns per week on behalf of our clients. The campaigns range in size from a few thousand to millions. Most are 50,000 to 100,000 names. And without a doubt, the best day to email for recruitment purposes is Tuesday. Monday afternoon and Wednesday follow closely behind. The further you get away from those dates, the worse the performance.
I've seen studies that purport to prove that emailing on the weekends or at two in the morning are best. Nonsense. Those studies confuse deliverability with results. Who cares how many of your emails are delivered if they're all deleted before even being opened? What matters is not how many emails are delivered, although everything else being equal the higher the better. What matters is not how many emails are opened, although everything else being equal the higher the better. What matters is not how many click throughs you see, although everything else being equal the higher the better. What matters is not how many leads (applications) you receive, although everything else being equal the higher the better. What matters is only how many people you recruit and the quality of those recruits. Time and time again, we see the best open, click through, and conversion to lead (application) rates on Tuesdays, but all that really matters is that our clients see the best recruitment rates from targeted email campaigns which are delivered on Tuesdays, Monday afternoons, and then Wednesdays.
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