The Definitive Guide to Lead Generation

CHAPTER EIGHT: EMAIL MARKETING
EMAIL TIMING AND FREQUENCY
Time your emails depending on your audience, based on captured user data and other parameters.
When to Send an Email
Although there is no true “best”
time of day to send your emails,
there are certainly some best
practices you can consider:
• Time of opt-in: If a subscriber
opts into your newsletter at 2pm
PST, you can reasonably assume
that subscriber is often online
at 2pm.
• Early bird: If you schedule your
emails to arrive in the early
morning, you can be at the top of
the email pile when folks arrive at
the office. Note that as
smartphones become more
ubiquitous, people check their
email earlier and earlier in the
day—often long before they
actually get into work.
• Time zone: By capturing IP
addresses at opt-in, you can
segment your list and send
emails based on where
subscribers live, so that your
emails reflect the correct
time zone.
• Domain: Send emails to
subscribers who register
personal email domains
(gmail.com, yahoo.com, etc.)
during the early morning and
evening hours. Those using
work-related domains
(company.com) should
receive emails during the day.
How Often to Send Emails
We’re often asked how often
marketers should send emails,
and ultimately, the answer
depends on the level of perceived
value you deliver in each email. For
instance, daily deal emails, such
as those from Daily Candy,
Groupon, and Living Social, have
high value and merit daily
frequency. For most businesses,
however, once a day is much too
much. A general rule to follow:
If you find yourself wondering
whether you’re sending too
many emails, you probably are.
Time zone
Domain
Early bird
Time of opt-in