When is the best time of day to send an marketing email, eblast, or press release to a prospective client? It is important to know roughly what your client's schedule looks like (i.e. always in meetings in the morning, takes long weekends), preference of message delivery (loathes email but loves to Twitter!), and what level in the company he/she is. For example, if you send an executive (CEO) an email that is intended for a management level employee (Marketing Manager), you could irritate the executive and may even have him/her lose interest in your product.
Here are some easy guidelines to remember:
1.) Do not send important emails on Mondays and Fridays. Especially Monday morning and Friday afternoon! Tuesday, Wednesday and Thursday afternoons are your best bet to get your client's attention.
2.) Do not rely on email marketing alone. Use social networking sites and if need be, the United State Postal Service. You might have audiences varying in size from large to small but not everyone communicates the same way.
3.) Do not bury the lede. Make sure that your message is "above the fold." Email programs have many different viewing options and this is important to take note of in your email design.
4.) Keep pictures to a minimum. Emails with a lot of flashy pictures are tough to get through Spam filters. Simplicity is the name of the game.
5.) Finally and most importantly, Keep your emails short. You have 5-10 seconds to get your clients attention before they dump your email into their deleted items bin. 100 words or more is too much! 60 word emails are about as long as they need to be.
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