Contributed By



View Profile

6 Secrets to Email Marketing: Time it Right

April 09, 2015

Your strategy is in place. Your list is built. You’ve written compelling content and you have an attractive design. The final decision – when to send your emails. You have to consider both timing and frequency.

This is the sixth article in a six-part series on email marketing. Read part five.

Your strategy is in place. Your list is built. You’ve written compelling content and you have an attractive design. The final decision – when to send your emails. You have to consider both timing and frequency.

Regarding timing – let your marketing plan be your guide. If holiday sales are critical to your business, for example plan accordingly. Gift ideas, shipping options and promotions will be most useful information to your recipients at Christmas, Mother’s Day and other holidays.

For business-to-business emails and for companies with long-lead times, think about a campaign that educates and cultivates topics in advance of budget planning for the following year. Long-range and complex sales require equally thoughtful marketing campaigns. With careful planning and the right content, this kind of marketing can become a powerful tool in your sales efforts.

As far as the best day to send messages, it really differs depending on the business. General trends tell us that if the message is professional in nature and is read at work, send it on a Monday or Tuesday. If the message might be read at home and focuses on spare-time activities – Sunday is a good bet. In general, emails are more likely to be opened when sent earlier in the week. However, depending on the nature of your content – other days might be a better fit.

What about frequency? Your subscribers know best how frequently they want to hear from you. In fact, if they find you in their inbox too often, they’ll let you know by unsubscribing. To prevent that from happening, consider asking your recipients about perfect frequency. Test and then ask those who unsubscribe about their reasons for doing so.

A general rule of thumb is that communicating less than every other month is likely not enough and anything sent more frequently than once a week may be too often. That is, unless your subscribers specifically agreed to more frequent mailings they will tire of hitting the delete key and eventually unsubscribe – even if they like your content.

Again, the goal of email marketing is to increase conversions of readers to “buyers.” So, it’s best to think in terms of quality, not quantity. Build a program that is focused on the needs of the people who want your product or service and you’ll see an increase in your sales and an expansion in the number of customers you have.

It’s a critical part of the marketing mix.

This article is available exclusively to
Comcast Business Community Members.

Join the Comcast Business Community to read this article
and get access to all the resources and features on the site.

It's free to sign up


Join the Discussion

300 Characters Left

To Comment either Register or Login:


To view the rules of engagement for commenting on Comcast Community click here



Resource Center

Why Comcast
Comcast Business delivers fast, reliable networking solutions built for business performance and growth

Current Offers
Take advantage of our limited time offers with a customized plan built to give your business an edge over competitors

Community Forums
Find solutions, share knowledge and get answers from customers and experts

Help & Support
Get help and support from Comcast experts

Resource Library
Find out how Comcast has helped clients like you meet their needs with informative White Papers, Case Studies and more

Internet Speed Test
Try the Comcast Business Internet Speed Test to see how your business stacks up

Social Media
Connect with Comcast and join the conversation on LinkedIn, Twitter, Facebook and Google+

Take your business beyond

Fast is the nation's largest Gig-speed network. Beyond Fast is technology that helps business boom.
Learn more about Comcast Business solutions that can help your business perform better.