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Testing tip of the week: The right time to send an email

time to plan

When is the best time to send an email? You hopefully know by now that there is no magic bullet for this. If, say, 8pm on a Thursday starts working well and all marketers start using it, it will rapidly become the worst time to send. With subscribers opening more and more emails on mobile, too, the medium is not as obviously time-bound as it used to be.

Automation has become a more prevalent element of the marketing toolkit, certainly more so than it was 5 or 10 years ago. Perhaps one of the most important considerations you’ll have to answer before setting up an automation program is when to send – but how can you calculate the best time to choose? Easy: get testing.

What to test

  • Is it better to wait two days or a week between the first welcome email and the next progressive profiling step?
  • Should you use a four-day or a week-long delay between your B2B nurture campaigns?
  • Will your customers have had enough time to use the product after a week or should you wait a month before asking for a review?

…and the list goes on. It obviously depends a lot on what type of trigger and program you are using, but what we do recommend is that you don’t just follow best practice. Test your hunches (called assumptions or hypotheses in the world of testing). Let us know how you get on in the comments and check our other suggestions too!

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