Posted by Bethany Handy ● May 30, 2013

The "One Hour Rule" and Other Email Marketing Best Practices

You have heard the saying, Timing is Everything.

This saying rings true when it come to your email marketing.

What is the point of sending an email if it never gets read? Here are some email marketing best practices regarding timing.

Email Best Practices- Timing

Time Zones

While you might be sending an email out at 9 am in your time zone, your intended reader might be sitting down to dinner in Moscow.

This is an area that highlights the fact that you should know your customer. If you know that the email will be received at a time when readership is likely to be very low, make an adjustment.

What Your Readers are Doing

When deciding when to send an email think about what your reader is doing. At 5:00 pm your reader might be fighting traffic, at 6:30 pm they might be preparing dinner and at 9:00 pm they might be turning in for the night.

You might enjoy burning the midnight oil but chances are most of your readers do not. You need to put yourself in your customer's shoes in oder to get that much sought after open.

Time of Day

So you know you need to be aware of your readers' time zones and their activities but what is the best time to send an email?

Studies show the "top open hours" are 8:00 am, 9:00 am, 3 pm and 4 pm

The most optimal time to send emails is when your readers are reviewing their inboxes. To ensure the best open rates make sure you send your emails in the morning and/or early afternoon.

***Tip- While both mornings and afternoons have "top open hours", most emails arrive in readers' inboxes in the morning. Make your stand out by sending in the afternoon.

1 Hour Rule

23.63% of all email opens occur within the 1st hour of delivery.

Make sure the time you choose is within one hour of the "top open hours" so that you don't lose your message's impact.

Email marketing is a great tactic to grow your business. Make sure that you are doing everything in your power to get your emails read.


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