Focus Email and Social Media Marketing Schedules on Peak Activity Times
We are often asked, “When is the best time to send an email or post to social?” The problem with this question is that it’s not static. The answer will vary based on audience and offer. Rather than looking for a set day/time monitor activity and look at the calendar to figure out Ideal times.
As an example, Friday, especially in the afternoon, converts poorly for most trainers, consultants, and professional coaches. But this might be an ideal time for a neighborhood bar or restaurant to send a notice about a happy hour special to prompt people to stop in after work. The time was the same but with different applications.
It’s also important to review the calendar. On July 3 last week we received a request to send an email invitation to an event in late July. By the time the invite was prepared it would have been late afternoon for a send. Given the July 4th holiday, that Thursday functioned like a Friday. Another disadvantage is that the business audience for the invite was likely to have a lot of people out of the office. While other Thursday afternoons might have converted fine, this particular day was ill-suited. So the invite was pushed to the following week.
The same rule applies to your social media posts. It’s best to post when your audience is actively using the social sites. Check your activity levels to ensure you aren’t posting when few of your target audience will see your content.
Experiment with your sends and monitor the date and times that convert best. It’s important to be aware of your send schedule and not become too rigid and robotic. While your send schedule should be consistent so that your audience gets continual exposure, it needs to be fluid to account for monthly variations and peak activity levels.