We’ll be breaking down HubSpot’s Science of Timing webinar in two three parts before the end of the week. Today, we’ll focus on social media, including Facebook and Twitter.
Rather than ramble my way through a lengthy post, I decided to split up our series on HubSpot’s excellent Science of Timing webinar into three parts. Today, we’ll look at what goes into a successfully timed e-mail campaign, based on self-proclaimed social media scientist Dan Zarrella’s presentation on Tuesday.
You can break down his advice into three easy categories, and we’re all about that here at BizEngine. Let’s do it.
- Go early. In sharp contrast to Twitter, where Tweeting in the evening is a great idea, e-mail campaigns should be targeted at the wee hours of the morning. That tends to be when people are rising, reaching for a cup of coffee and browsing their e-mail. Hit them then and you have their undivided, albeit groggy, attention.
- Experiment with weekends. It may sound counter-intuitive, but Zarrella insists his data shows that weekdays are not the best time to target your e-mail campaigns. Instead, he said, try out Saturday and Sunday, when people are leisurely opening their inboxes and sifting through. Abuse reports and bounce rates are higher on the weekends, as well, but it’s statistically insignificant compared to the boost in clicks and clickthroughs.”The data shows you…that e-mails get the most attention on the weekends,” Zarrella said.
- Target new subscribers. Our last point is an interesting one. Zarrella’s research points to customer willingness to embrace your e-mail marketing being at its highest right after you first contact them. Given that, it’s critical to get them your messaging in the first couple of weeks to build brand loyalty and take advantage of the initial enthusiasm. Zarrella still doesn’t recommend absolutely trucking over your customers with several e-mails a day, but making sure they get messages ever couple of days initially and every few days after that is a smart move.
Let us know your thoughts about the e-mail portion of Science of Timing. We’ll bring you part three tomorrow, so stay tuned!