Here it is up front, this is the worst kept secret in marketing: there are particular days of the week when you will get better results for your marketing efforts.
Did you know Wednesday is the busiest day for direct mail?
Here are some more fun (and extremely helpful) facts to help with your marketing strategy.
Do take them all with a pinch of salt because ultimately what works best for you will depend on the type of business and who your customers are.
The best day for direct mail marketing.
You need to plan your campaign for when customers will receive your mail, so send it wisely.
Conventional wisdom and research shows that most household post is received on a Monday, so send yours so it arrives midweek, on a Wednesday, that way it isn’t fighting for the recipient's attention.
Avoid mail arriving on a Friday or Saturday as the household is likely to be in weekend mode and evidence suggests the majority of direct mail marketing will go straight into the bin as people just aren’t interested in thinking about business when they have their weekend head on.
This also counts out Sunday, plus it’s more expensive to send mail on a weekend.
Just avoid weekends.
How long to leave it to follow up a direct marketing campaign.
This may be teaching you to suck eggs, but never send out your marketing campaign and assume your work is done. Follow up, follow up, follow up.
Follow up on social media, phone calls, even start a secondary marketing campaign to complement the first.
With follow up phone calls, strike whilst the iron is hot, and call immediately in the days and weeks after your first campaign. Don’t leave it so long the recipient doesn’t remember receiving your postcard.
On social media start your campaign straight away, or even simultaneously alongside your direct mail campaign.
The more you remind customers of your presence, the more likely they are to be responsive to your campaign when your postcard drops through their letter box.
The best day to send email marketing.
This depends on whether you are sending an email for a consumer or to a business.
For both, ideally you want your email to arrive in the recipient’s inbox when they’re sitting at their desk, so they see it arrive. If it comes in before all the usual daily mail you run the risk of it being buried under more pressing, personal matters.
For a consumer, the greatest impact will be achieved if you send your email on a Saturday or Sunday as there will be less competition, however you run the risk of lower open rates as people tend to avoid business matters at the weekend.
To get a response, sending B2B email on a Tuesday, Wednesday or Thursday works best, as Monday and Friday tend to be meeting days.
For weekly round up newsletters people are more inclined to read them in the evening on their way home, or at the weekend, so sending on a Friday afternoon for the commute home, or for consuming with a cup of coffee on Saturday morning would work best.
When is the best time of day to send your email marketing?
Experian data has revealed that the highest email open rates are between 8pm-midnight, so the best time of day to send your email marketing is in the evening.
People tend to deal with work related emails in the morning, so if you’re sending a newsletter, it is likely to get ignored or archived ‘to be read later’, and we all know where that email is going to end up.
The best day to call buyers.
Cold calling is a marketing method that is fast fading into history, it currently has a success rate of just 1%.
However, if you insist on doing it, Wednesday and Thursdays remain the days warmest for calling.
The reason for this is thus: sales people aren’t interested in striking up a relationship on Friday, they are gearing up for the weekend and Mondays are designated for organising their week. So it takes to the middle of the week to free up space for them to take an unscheduled call and contemplate new business.
Call between 11am-12 noon or between 4pm-5pm. Avoid 7am-10am as people are arriving at work and settling down.
Don’t give up. Evidence suggest you will have a 90% success rate by your 6th call.