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Need Higher Conversions? Try Sending Emails at Unexpected Times

Written by Anna Milward on December 15, 2015

When it comes to improving the conversion rates on your marketing emails, timing is everything. Even the most clueless marketers know that an email isn’t going to get a lot of attention if it is sent at 3am when nobody is there to read it.

If you want to get your email subscribers to see your emails, and most importantly open them, it’s crucial that they arrive at the right time, but what exactly is the right time?

Unfortunately there is no one definitive answer. Depending on your target audience and their habits and behaviour, not to mention their time zone you might want to send your emails in the morning, afternoon, evening or even late at night.

There has been a lot written about optimum email sending times, and while there is data to back up much of the advice out there, don’t be afraid to experiment with your email sending times. Sending email at unexpected times can be surprisingly beneficial, while sticking to the ‘recommended’ times may actually be counterproductive at times.

How can sending emails at different times benefit you?

When the latest research says you need to send emails at nine to 11am on a Tuesday morning, how many people do you think will take that advice and send their marketing emails at that time? If everyone else is sending marketing emails at the same time as you, it means your subscribers are going to be bombarded by emails and it’s unlikely they will have time to read each one.

Sending at a less popular time could work to your advantage and whilst you might not be targeting your subscribers at the ‘optimum’ time, by choosing a less popular time slot, you can increase your chances of standing out and having your emails read.

How do you find the most popular times?

If you aren’t sure when your best times are, your email marketing statistics are a good place to start. Have a look at the data and see whether there are any times that are outside of the ‘normal’ email marketing times where you still get a good response.

Depending who your target audience is, you might get a surprising result in the later evenings, weekends or even early in the morning. Friday and Monday are usually considered no-go days but depending on what industry you’re in, they could be worthwhile. Similarly, Sunday afternoons may be a time when people are catching up or clearing out their inboxes for the week ahead and have time to sit down and read through emails.

The best way to find out what times are best for improving your conversion rates is to try some simple A/B testing. A/B testing lets you send emails at two different times and compare the results so you can determine the best days and times to send your emails for the highest conversion rates.

Don’t be afraid to experiment with your send times, and your email marketing in general. By trying the unexpected and measuring the results you can greatly increase your chances of email marketing success.

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