Wednesday Afternoons Best for Targeted Email Campaigns
One of the only certainties with on-line marketing is that there are no certainties. It is very fluid in the sense that almost everything changes all of the time. That makes on-line marketing fun for those of us immersed in it but at times frustrating.
Fortunately, many organizations are constantly studying the on-line marketing space and sharing their findings. One aspect that is often studied is the best day to deploy a targeted email campaign where the list owner, such as CollegeRecruiter.com, delivers an email on behalf of a client. We deliver multiple campaigns per week and sometimes per day to tens of thousands and sometimes even hundreds of thousands of candidates. All have double opted in, meaning that they signed up to receive the emails and then confirmed that request. All can remove themselves from the list with a single click. Both are the highest standards in the industry. But I digress.
For years, we've been advising our clients that the best day to deliver a targeted email campaign is Tuesday followed closely by Monday afternoons and Wednesdays. It appears that may be changing. A new survey indicates that clicks are the highest on Saturdays followed by Wednesdays and Thursdays. The number opened (read) on Saturdays was so low, however, that it is incomparable to the rest of the week. The best day and time were Wednesday afternoons.
So the best day to deliver a targeted email now appears to be Wednesday followed by Mondays. As with all of these studies, there are huge variations from client-to-client and even campaign-to-campaign so what is best for one client or even one type of campaign for a particular client may not be the best for another client or another campaign for a particular client.
We will continue to recommend Monday afternoons, Tuesdays, and Wednesdays but rather than recommending Tuesdays first, we will recommend Wednesday afternoons first followed by Monday afternoons and Tuesdays. We will also continue to recommend that clients test, test, and test some more.
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