Debunking the ‘best time’ myth

We’re here to unmask the email timing fallacy

There’s no denying that content curation is the holy grail of your digital marketing campaign. It’s like being a master chef, carefully selecting the finest ingredients to create a dish that leaves your audience craving more. And just like a chef, timing is everything.

But what if we told you that the so-called “best time” to send an email is actually the worst time?

Imagine this: your marketing team has spent countless hours meticulously crafting the perfect email. You’ve honed your personalisation techniques, ensuring your content caters to the specific needs and interests of your email list. Finally, the moment arrives, and you eagerly hit the send button. But unbeknownst to you, thousands of other emails flood the inboxes of your recipients simultaneously, drowning your carefully crafted message in a sea of digital noise.

It’s a marketer’s worst nightmare, and unfortunately, it’s a scenario that happens all too often. With conflicting advice on the ideal timing for email distribution, it’s an ongoing challenge to stand out from the crowd. And in these times of economic hardship, when budgets are tighter than ever, it’s crucial to ensure that your marketing efforts don’t go to waste.

So, when should marketers really send emails?

Brace yourself, because here comes the controversial truth: there’s no universally optimum time to hit that “send” button. Relying solely on data from platforms like MailChimp to determine the best time can backfire, diluting your messaging and causing it to disappear into the depths of the inbox abyss.

Consider this: you’re here, right now, seeking that elusive winning formula. But if every marketer followed the same time-stamped specifics, every single email would land at exactly the same moment. And if that were the case, how could any brand’s message ever hope to stand out?

The secret lies in understanding your own contact list.

By conducting research among your own customers, you can uncover valuable insights about their behaviour. Discover when your open rates soar, when engagement is at its peak, and more. Armed with these nuggets of information, you can tailor specific send times for different segments of your audience, as well as shape your broader campaign strategies.

But here’s the kicker: these insights are not set in stone. Consumer habits are constantly evolving, and what works today may not work tomorrow. That’s why it’s crucial to continuously monitor and adapt your email sending practices to meet the ever-changing demands of modern consumers. Just because your email segment currently loves receiving messages twice a week, on Tuesday and Friday mornings between 11am and 1pm, doesn’t mean that will always be the case.

Now, let’s dive deeper into the murky waters of sending patterns.

While maximising email deliverability is essential, avoiding the dreaded spam folder is equally important. If you’re planning to transition to a dedicated IP, consider warming it up through email throttling. Some organisations opt for a gradual ramp-up, conducting a week or two of warming up before increasing send volumes sharply. But beware, as sudden spikes in email volume may trigger spam filters, mistaking them for compromised email servers. As a result, your carefully planned digital campaign will fall flat.

Remember, even with a warmed-up IP, any increase in send volumes should be gradual. It’s all about finding the delicate balance between building trust with email providers and reaching your audience effectively.

So, let’s embrace the irony! The best time to send an email is precisely when everyone else thinks it’s the worst time. By charting your own path, understanding your audience, and adapting to their ever-changing whims, you’ll stand out in the inbox and achieve that coveted marketing success.