I’m sure every manager or owner stopped and thought what is the best day and time to send newsletters. My personal opinion is that every market has its own rules, thus there’s no a proven rule that Sunday may be the best day for you and your business, but… I recommend you to read the interesting post by Graham Jones, an internet psychologist.
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Thank you to Matthew from Chippenham who asked this question, which is a real source of frustration for many other people I meet. Just when you should you send out your newsletters or post your blogs to get maximum impact? Some people will tell you because the greatest internet activity is on a Tuesday and Wednesday, those are the days when you should post material and send newsletters. But the reality is, much of that online activity is catching up with emails which were sent out the previous week. Equally, with so much mid-week activity online, your email can also get lost amongst it.
As you know, this email is sent out on a Saturday each week. That’s because many of you have told me this is a great day to get newsletters like this. Because I try to provide thought-provoking material, rather than “buy this now” kind of stuff, I know that many of you like to read this on a more relaxed kind of day, without the phone ringing and with less email interference. In other words, I send this newsletter out on a Saturday because that’s what many of my readers tell me is best for them.
What this means, in reality, is the best day to send your newsletter out or to write your blog posts is the day or time your readers reckon is the best. So, for my readership it is Saturday mornings. But for Matthew’s readers it might be Wednesday night, or Thursday afternoon. Neither he, nor I know, until we ask. That’s the point – the best day or time to send out your stuff is the one that most of your mailing list want it. So, the real answer to Matthew’s question is to do some market research and then to test it.
However, sometimes you will get conflicting results. You may find that many of your readers don’t mind, saying that they will always read it when they get round to it, which may be a different day each week for them. And if you test it you may find that the “open rates” are pretty much the same no matter when you send it.
In this case what you need to do is establish a pattern. Deliver regularly on the same day each week and people will get used to it arriving. The Sunday Times, for instance, comes out every Sunday. But it doesn’t have to – all those feature articles, the supplements and so on could equally come out on a Tuesday. It’s just we are used to that big pile of papers hitting the doormat on a Sunday. In other words, regular publishing is often more important than the day or time we choose. Select a day and time, stick to it and your readers will then get used to it and come to expect it.
So, essentially you have two stage strategy in terms of deciding when is the best day to send out newsletters. Firstly, some market research and some testing. And then taking the results of that test, “plumping” for a day and time – and then sticking to it.