Message Scheduling
Strategy and best practices resources available:
When authoring an email message, you have a choice: do you send your message immediately, or do you schedule it for a later date or time? Email marketing studies show that the time and day you send your email campaign is nearly as important as how it appears in your subscribers’ inbox.
While immediately sending out an email campaign is appropriate and necessary in many situations, immediate sending does have its limitations. For example, if you finish authoring a message at 9 pm, that might not be the best time to send it to achieve an optimum open and read rate.
Studies show that business to business emails are most effective when mailed after 9 am, but before noon, when email inboxes are clean. Friday afternoon and weekends are usually the least advantageous (with exceptions such as email campaigns for companies like resorts or spas or brick and mortar retailers).
Always consider your recipients’ time zone, making adjustments to the schedule as needed. If you are a company serving clients on both coasts, scheduling messages for 1 pm Eastern time (Listrak’s system time zone) will deliver them at 10 am on the West coast. For global clients, you can schedule message sending dates and times in sync with European or Asian or Australian time zones, or schedule duplicate messages for different dates and times.
If you send routine newsletters, remain consistent by sending each mailing on the same day of the week, at the same general time. Message Scheduling with Listrak is especially useful when you want to compose and schedule several weekly or monthly newsletters in one session.
For more information, or to see a demo, contact one of our email marketing experts today.
