We are launching a B2C drip email marketing campaign that will target potential customers who have directly contacted us about our fintech services and provided us their email addresses but not yet enrolled in our service. From your experience, what are the best days of the week and times of day to send these emails for highest engagement/conversion? All thoughts welcome.
Thank you Clarity Community!
The typical consultant answer is 'test it' but there are some good places to start.
People generally start checking email when they show up to work (yes that includes personal). Sending around 8:30AM will give you a good shot of being at the top of their inbox then.
Another good time is before lunch break. Shoot for something around 12:00PM for this.
If you have an email provider that allows you to adapt your send to the local time, use that. But if not, go for EST. Close to 50% of the US population lives in that, with another 30% one hour behind in central.
When it comes to lead nurturing, the importance of getting the timing right is not necessarily about which day of the week and what time of day you send the emails. It's about how quickly you follow up with your new leads in the first place.
Check out this stat from HBR:
"Firms that tried to contact potential customers within an hour of receiving a query were nearly seven times as likely to qualify the lead (which we defined as having a meaningful conversation with a key decision maker) as those that tried to contact the customer even an hour later—and more than 60 times as likely as companies that waited 24 hours or longer."
Article here: https://hbr.org/2011/03/the-short-life-of-online-sales-leads/ar/1
In other words, that first email in your nurturing campaign should be sent nearly immediately, or at least within an hour of the conversion, when you're still top-of-mind for them. If you have a sales team, you should also set up an automatically-triggered email notification to the appropriate sales rep that a new lead has converted and should be contacted ASAP. (Every sales rep I've worked with has been THRILLED to receive these notifications.)
Lastly, if you are looking to get a sense for what days/times work best for email engagement, and your list is sizable enough, you might consider doing a 4-way split test, sending the same email content to each quarter of your list across 2 different days and 2 different times each day. This will give you even more data to work with than your typical 50/50 A/B test.
Let me know if you'd like to continue discussing strategy around setting up your nurturing campaigns. Happy to help!
It depends on your target market (who is your audience), what country they are in, target demographic (older/younger, male/female, what state of mind are they in relation to your offer), product being sold and how the conversion funnel turns the user into a buyer (pure online conversion, phone-assisted?), how long does the sales funnel take on average to convert the user, etc.
With the answer to those questions we can sketch out the ideal time/day to send the drip campaign and then validate by testing