Myths and new thoughts for e-mail timing.
What is the best time of day to send your e-mails? This question has been around since the dawn of commercial e-mail. I thought about this some more, not to give an easy answer (10:37 a.m.) but because a lot of e-mails I was getting from brands I like seemed to come at less than optimal times, or at least for me and my busy inbox. Therein lies part of the challenge and dilemma of this topic. There is no magic bullet for timing and if marketers think that their e-mail will be lifted solely by the right time of day, that could create some disappointment. It deserves your attention though.
So let's look at some common mistakes on choosing the right time of day for sending your e-mail campaigns:
Below are thoughts on how to approach this in a different light:
While one of the golden rules of e-mail marketing continues to be relevancy (and I believe a strong, value-filled e-mail will be read and responded to no matter what day and time it is sent), digital marketers should seek to mitigate any risks and choose the best times of day for optimal response as well as peak user convenience.
What have you found from your e-mail marketing efforts that should be considered for this discussion?
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Simms Jenkins is CEO of BrightWave Marketing, North America's leading email marketing-focused digital agency. The award-winning firm specializes in elevating email marketing and digital messaging programs that drive revenue, cut costs, and build relationships. Jenkins has led BrightWave Marketing in establishing a world-class client list including Affiliated Computer Service (A Xerox Company), Chick-fil-A, Cox Business, Phillips66, Porsche, and Southern Company. The agency was recently ranked among the fastest growing private companies by Inc. Magazine.
Jenkins was awarded the prestigious AMY 2010 Marketer of the Year from the American Marketing Association for being the top agency marketer and the Email Marketer of the Year at the Tech Marketing Awards held by the Technology Association of Georgia. Jenkins is regarded as one of the leading experts in the email marketing industry and is regularly cited by the media as such and called upon by the financial community to provide market insight and consulting.
Jenkins is the author of two definitive and highly regarded books on email marketing; The New Inbox (published in April 2013 by ClickZ/Incisive Media) and The Truth About Email Marketing (published by Pearson's Financial Times Press in 2008). Jenkins is currently the Email Marketing Best Practices Columnist for ClickZ, the largest resource of interactive marketing news and commentary in the world, online or off. His industry articles have been called one of the top 21 information sources for email marketers.
He has been featured in Fortune Magazine, The Wall Street Journal, Adweek, Bloomberg TV, Wired Magazine, and scores of other leading publications and media outlets. Jenkins is a regular speaker at major digital industry and general business conferences.
Additionally, Jenkins is the creator of EmailStatCenter.com and SocialStatCenter.com, the leading authorities on email and social media metrics. Prior to founding BrightWave Marketing, Jenkins headed the CRM group at Cox Interactive Media.
Jenkins serves on the eMarketing Association's Board of Advisors among other civic and professional boards. He is also a mentor at Flashpoint, a Georgia Tech-based startup accelerator program. Jenkins is a graduate of Denison University in Granville, Ohio and resides in Atlanta's Buckhead neighborhood with his wife and three children.
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