The Last 'Best Time to Send?' Article

Author:

Loren McDonald

Source:

Just when I thought the email-marketing industry had put the "What is the best time to send email?" question behind us, I noticed a couple more blog posts on the topic this past week.
 
Like similar questions such as "What is the average open rate," either these questions are fundamentally unanswerable, or pursuing the answer does not lead you to a meaningful conclusion or action.
 
Further, I believe that a question like "What is the best time to send?" is simply the wrong question to ask. More on that later. First, let's look at five factors that make the "ideal send time" question so complex:
 
1. Artificial rules don't hold up. Don't mail on Fridays. Never send B2B emails over the weekend. Send B2B emails on Sunday. Don't mail to moms in the morning. Tuesday at 10 a.m. works best (in which time zone, by the way?).
 
You've heard them all. Even if you believe one of those scenarios worked best at the aggregate level, have you really tested all scenarios to know for sure? ...
 
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