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How do you know when the best time is to send your marketing emails in your small business?

How do you know when the best time is to send your marketing emails in your small business?

Starting to wonder whether or not you are sending your emails at the right time, to get the maximum return? You’re not alone, it’s one of the most commonly asked Email Marketing questions. 

Here’s the bad news; there is no ‘best time of the day’ to send your emails.

The good news; There will absolutely be a BETTER time for you to send your emails to your audience. 

So how do I know when is the best time for my audience? 

In order to work out the best time to send out your emails, you’ll need to do a bit of testing. Honestly, it doesn’t need to be complicated, in fact, it’s quite simple and good practice for your email marketing too. All you’ll need to do it’s record and test sending your emails at different times, the longer you test for the more accurate your results! 

What do I need to do the testing?

So initially you’ll need to set up a spreadsheet to record the date and time you send each email. You’ll also need to include columns to input your Click Through Rate (CTR) and Open Rate. Luckily for you, I’ve created one here for you to use.

Click-Through Rate – How many people clicked the links in your email.

Open Rate- How many people opened your email.

  1. Pick a time to send your email and send your emails consistently at that time, so you’ve sent around 10 emails at that time.
  2. Once you’ve sent an email, go into your Email Marketing Platform and check the Open Rate & CTR. Input these numbers into the spreadsheet. 
  3. When you’ve sent around 10 (or more for accuracy) emails, you’ll need to calculate the average open rate and click-through rate for your emails. You’ll see on the spreadsheet I’ve included a formula so it’ll calculate this for you! 
  4. Now pick a new time to test. Obviously don’t choose in the middle of the night, unless maybe your targeting mums with baby’s who are awake in the middle of the night. I’d suggested trying times between 9 am-10 pm. 
  5. Repeat No.4 for a range of times and review your results. You’ll then be able to hone in on the time that gets you better results, by looking at your averages.

It’s as simple as that!! You’ll often hear people refer to split testing, this is what you are doing above. Not as complicated as it sounds, right?

Of course, it’s important to remember that just because a time works for your audience now, doesn’t mean it will continue to in the future. Or if you are targeting a specific customer type, they may have a different time that works better for them. That’s why it’s so important to keep reviewing your CTR & Open Rate to make sure you are getting the most out of your emails.

You can continue to use the template moving forward, to help with your tracking. 

Find out more about how I can support you with your Email Marketing here.