Nowadays, social media and cell phones have made marketing a lot more difficult. William D King says Consumers expect marketing messages to reach them immediately on their mobile devices and also expect that marketers will know everything about their target audiences.
The article addresses the different questions related of marketing such as:
When is the best time to send emails?
What day works best for you?
Which members of your audience like email more than social media?
How do I target specific audiences and when they are most likely to receive my message?
1) 9:00 am – 10:00 am – Mondays – Fridays – Most active – Men – Ages 35-54
2) 2:00 pm -3:00 pm – Weekdays (Monday -Friday) – Least active – Women 55+
3) 8:00 pm -9:00 pm- Mondays & Wednesdays– Women 35+
On average, Monday through Friday is the best time to send emails. If you are targeting men then the best time would be between 9 am to 10 am and if you are targeting women then 2 pm to 3 pm is the best time. (Avery, 2013). Sunday is not a good day since it is a slow day for email activity throughout most of the world. Most people are too busy with other things on Sunday. So keep this in mind when planning your subject lines or even keywords within your content. The focus of this article was more on business-related emails. But for marketing purposes here are some tips that can help you send better emails within these 9 to 3-time slots explains William D King.
Target specific audience:
1) Individuals ages 35+ are most likely to be online between 9 am-3 pm on weekdays (Avery, 2013).
2) Women aged 35-54are more active on Mondays and Wednesdays than other days of the week (Avery, 2013).
3) Women 55+ prefer receiving emails outside of business hours, typically late in the evening.
4) Email activity is high during the middle of the day on Tuesday through Thursday (Avery, 2013).
5) People who like receiving electronic newsletters or promotional offers. Like it when they receive these types of messages between 8 pm – 11 pm (Avery, 2013).
6) People who like receiving electronic newsletters or promotional offers prefer to receive these types of messages. Between 8 pm – 11 pm on Mondays & Wednesdays (Avery, 2013).
7) Sending emails early in the morning is not a good idea since it’s too early for most subscribers. As per William D King sending at around 6 pm is also bad because that’s when most people are either getting ready to leave work or preparing dinner. (Avery, 2013).
8) Sending an email late in the evening can be advantageous, but this depends on your audience. It is best to track their email activity to see when they are most likely to read emails.
9) Plus enjoy receiving e-greetings and electronic greetings cards between weekends and holidays (Avery, 2013).
10) People who like receiving e-cards prefer to receive these types of messages on Saturdays and Sundays (Avery, 2013).
11) People who like receiving electronic newsletters or promotional offers prefer to receive these types of messages on Saturdays and Sundays (Avery, 2013).
12) Sending emails at the beginning of the week is difficult because most subscribers are busy with work.
13) Holiday periods such as Christmas, Hannukah, New Year’s, Thanksgiving, and Black Friday & Cyber Monday should be avoided. Due to higher than usual email volumes (Avery, 2013).
14) Stories about news events often get shared widely through social media. So you can time your campaign to coincide with the timing of events. Read what is happening in the world and predict when stories will peak. So you can join discussions about your brand (Avery, 2013).
15) If you are sending broadcast messages for an event or activity that has a sense of urgency. Then it’s best to send them on Tuesdays and Thursdays from 4 pm-8 pm (Avery, 2013).
16) Wednesdays will usually be best if there is no specific timeframe for people to act on your message (Avery, 2013).
17) Most email recipients prefer getting promotional offers during the weekends (Avery, 2013).
18) People who like receiving electronic newsletters or promotional offers prefer to receive these types of messages on Fridays & Sundays (Avery, 2013).
19) Saturday is the least desirable day to send emails because people are usually busy with work on Mondays so they tend not to read emails over the weekend.
20) Most email recipients prefer getting promotional offers on Mondays & Tuesdays (Avery, 2013).
21) People who like receiving electronic newsletters or promotional offers like it when they receive these types of messages on Thursdays at 10 pm (Avery, 2013).
22) People who like receiving electronic newsletters or promotional offers prefer to receive these types of messages on Thursdays at 10 pm (Avery, 2013).
23) Sending emails late in the day is difficult because most subscribers are busy with work and prefer not to read them (Avery, 2013).
Conclusion:
If you are targeting a group of people based on their age, gender or another criterion then marketing your product at the times when they are more likely to be online is an excellent way to reach them explains William D King. Here is a list of the best times for different groups so you can tailor your marketing to their online behavior.