Many travel and leisure brands send out their email blasts on Mondays. But a leading expert in the field says Mondays rank 5th or 6th for open rates.
If you’re the CMO of a travel or leisure brand doing email marketing, the best time and day to send your emails may be a moving target.
Exact Target cites a study that stated the best day was Monday. But since that study appeared, Mondays have consistently ranked 5th or 6th for open rates.
Content sharing site Gather posted an excellent summary of the latest thinking on when to send your email blasts:
- Tuesday, Wednesdays and Thursdays are all optimal days to send emails because people have organized their work week and email inboxes.
- Every day has its pros and cons. You should decide on the best time and day depending on your circumstances.
- Monday pros and cons: Pro: After the weekend, many people make it a priority to organize their inboxes. Con: They erase many emails to get organized.
- Best approach for Mondays: Late in the morning just before lunch, when people have time to check their inboxes and have already cleaned out their weekend dumps.
- Tuesday pros and cons: Pro: People have organized their work week and have time to check their inboxes. Con: It’s too early to send campaigns geared to trigger action on the weekend.
- Best approach for Tuesdays: Campaigns that aim for recipients to take action during the week.
- Wednesday and Thursday pros and cons: Pros: More time for emails. Planning for the weekend. Cons: Only 2 days left in the work week, and no time left for emails.
- Best approach for Wednesday, Thursday: Keep your messages lighter and not as pushy.
- Friday pros and cons: Pro: There’s not as much email in their inbox. Con: Many people are so busy they don’t check emails on Friday.
- Weekends: Pros: Very little email is sent on weekends, but people do read their emails. Cons: Can look like you’re too pushy and intrusive.
- Best approach for weekends: Don’t send any, unless your message will be most valued if received on weekends.