I check my work email regularly every day, including weekends. Most people do. So what about sending your B2C and B2B email campaigns out on weekends?
On weekends, corporate mail servers aren’t as busy. More importantly, weekend inboxes aren’t as cluttered with the weekday workload which often causes your message to lose visibility and sometimes fall victim to the quick-delete management method that many recipients use to whittle their inbox down to a manageable size each day.
The fact is, many people check their personal email at work and their work email at home. The electronic line blurs between work and home today.
“…The average email user in New York checks personal email 4 times per day. Meanwhile, they also check work email over 3 times in a given weekend…” read more stats for New York and other cities
Mobile devices are making it even easier for people to keep up with work and personal email over the weekend.
“…64% of key decision makers are viewing your carefully crafted email on their BlackBerrys and other mobile devices, according to new MarketingSherpa data…” continue reading
So why not take advantage of the reduced mail server volume and the increased inbox visibility that weekends provide? It’s not like you have to go into work to run your campaign. Just schedule the send for Saturday morning and let your recipients digest your message in the comfort of their bathrobe with a cup of coffee in their hand.
Recent studies show that Saturday and Sunday garner the best open and click-through rates. So, there’s even some evidence to back up the theory I’m positing here.
It’s certainly worth testing.
Have a good weekend!
Comments
5 Responses to “Weekend Email Campaigns”
Well sending emails on Friday might be also useful people have time to read emails @ Weekends… Plus I have an idea like this if we send emails @ 7.00 am in work days, our email will be @ Top of all other emails because people will first check their emails when arriving to office.
[...] Leave a Comment A post on The Messaging Times blog makes a case for at least testing whether sending emails at the weekend is more effective than mailing during the [...]
Great post.
If everyone picked up on this would our weekends become less “special” (think Sunday trading effect), and because no one else at work is emailing you Saturday’s inbox is a bit like the Sunday papers with all the extra sections, lots of emails which you opted in for but don’t get around to reading
Worth testing.
Hi Dan. That’s true. If everyone did it, then the benefit would be removed. It’s like when word gets out about a secluded beach that you discovered. Eventually, it becomes too well known and suffers from its popularity. At that point, it’s time to move on and discover the next best thing.
I used to love the Sunday NY Times Magazine section!
[...] to send the email invites for two customer surveys that we field regularly. Some time ago the Messaging Times posed the question whether sending emails at the weekend is more effective than during the week [...]