By Jeanniey Mullen, The ClickZ Network, Jun 23, 2008
Columns  |  Contact Jeanniey  |  Biography

Crazy title for this column, but it should get your attention. At a recent ExactTarget conference, I spoke alongside Aaron Kahlow, founder of the Online Marketing Summit. We addressed the best day to send e-mail, advising that there's no longer a best day to send e-mail. The best day varies greatly, depending on the following elements:

• The reader's current environment when she reads your e-mail. (Is she focusing on e-mail or multitasking?)
  
  
• The reader's frame of mind when your e-mail arrives. (Is she thinking about a home renovation or a vacation when you offer arrives?)
  
  
• The reader's need of your product or offering.
  
  
• The reader's e-mail client. Is she reading on a handheld device or on a computer?
  
  
• The reader's mental health. Is she exhausted, stressed, or even excited?

These statements brought questions from the audience. The biggest question was, "Given these circumstances, how in the heck are you supposed to know when to send your e-mail?"

This is a great question. And while there is no one answer to the best day and time to send an e-mail, there are some best practices to follow:

• Think about the product or service you're selling and when people might have the biggest need to hear about it or buy it. For example, if you sell entertainment-related services, don't wait until Friday night to send your e-mail. Send it on Wednesday, when most people are buzzing with personal e-mail strings about what they plan to do this weekend. (At this event, we also learned this may also be the best time to ask someone on a date.)
  
  
• Think about when you reader will be paying the most attention to the e-mail you sent. If you send a B2B (define) e-mail, consider your work schedule. You probably pay most attention to your e-mail when you first get in or sometime in the early afternoon. If it works for you, it will work for others in similar jobs.
  
  
• Think about where the person will be when she reads your e-mail and what you want her to do with it. If you send an e-mail about a special sale, think about sending it either when people are at home and can buy right there, or when they are in the mall, reading on a handheld device and can walk into the store.

There are no fast-and-hard rules for the best day to send an e-mail anymore. In the end, you must test, but think outside of the box. There is one hard-and-fast rule you can always depend on: things will always change. In this world of digital consumers, the only truly best time is the time when the reader feels it's relevant. And that changes every second.

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Biography
Jeanniey Mullen is chief marketing officer at Zinio, a digital publishing and marketing services company, and founder of the Email Experience Council.

Prior to joining Zinio in 2008, she was executive director, senior partner, worldwide e-mail marketing at OgilvyOne Worldwide, a global leader in customer relationship management and interactive marketing.

Previously, Jeanniey founded and ran her own interactive agency. She also served as the CMO and EVP at Avalon Digital Marketing Systems, where she helped launch one of the first B2B e-mail platforms that incorporated on-demand video in the message. Prior to Avalon, Jeanniey worked at Grey Direct and pioneered the first e-mail marketing practice inside a global agency. Jeanniey is viewed as one of the thought leaders in the e-mail marketing field. Her expertise in the discipline spans both the B2B and B2C industries.

Article Archives by Jeanniey Mullen:
» Ask People Out on Dates in E-mail on Wednesdays - June 23, 2008
» What's New in E-mail Best Practices - June 9, 2008
» How E-mail Impacts Society - May 12, 2008
» Romper Room and the E-mail Industry - April 28, 2008
» One Giant Step for E-mail Marketing - April 14, 2008
» A Love/Hate Affair With E-Mail Marketing - March 31, 2008
» More Articles by Jeanniey Mullen

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