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Growth Tips | Finding the best time to send e-mail

Test your audience to determine when senior executives are most receptive.


You may have heard the joke: If you get three marketers in a room you’ll get four opinions. One of the few things every marketer would agree with is that e-mail, when used properly, is a mainstay of marketing. The question is, when the best time is to send marketing e-mails?

Some advocate between midnight and 6 a.m. Others will tell you between noon and 1 p.m. works best. Some will recommend skipping Mondays because people returning from the weekend will have full inboxes. Oh, and if you send marketing e-mails out on a Friday, they will be ignored because everybody is thinking about the weekend.

In fact, you need to test many different combinations of days and times to determine when to reach your ideal readers. Senior executives are best reached after 5 p.m. Also consider sending between 7 p.m. and 9 p.m. to reach those who want to get a jump on the week.

Andrew Shedden is an industrial marketing consultant who helps manufacturing and industrial (B2B) companies grow their businesses. For free resources visit http://broadfieldconsulting.com.