Corey Trent

Conversion Window: How to find the right time to ask your customer to act

Many marketers I talk to are quite interested in optimizing the content of their email messages. They test images, calls to action, subject lines, and the tone of the email. However, how many companies test the timing of email sends and how this affects readership?

Proper timing = greater relevance

TimeTo illustrate how timing might affect open and click-through rates, think about how you read email.  In the afternoon when the day is dragging on and you need a break, do you give each email message a little more time than when you first get into the office in the morning and are confronted with 20 hot items bursting from your inbox?

So would an email with a more complex conversion goal (such as signing up for a recurring subscription) do better with you in the afternoon while a simple conversion goal (like signing up for a free web clinic) might have a better chance in the morning when you’re plugging and chugging and not putting as much thought (and perhaps doubt) into your actions?

While you were sleeping

If you subscribe to our informative email, you know that we send it in the middle of the night. By testing, we learned that email messages sent before 9 a.m. EST dramatically lifted click-through rates for our list. Here are the key takeways from our testing:

  • Late-nighters in the management level and ‘indiepreneur’ crowds on the West Coast are opening work email up until the midnight hour. East Coast execs are responsive in the ‘early bird’ hours.
  • Subscribers based in Asia and Europe respond to email messages that don’t get buried in their inbox during non-work hours.
  • Time zone segmentation is worth a test for any marketer with a substantial international list – especially B-to-Bers.

What works for your audience?

Keep in mind, that for every demographic and persona that is part of your readership, their habits and optimal send time might be different. Test sending out at different times to see what affect that has on not only readership, but conversion – because even in these “tight time zones,” people might just glance at the email, (giving you the open metrics) but save the action for later. However, we all know sometimes “later” never comes.

Speaking of testing, it is not just good enough to just try different send times for entire lists. Aggregate testing like this can get you subpar results and hide the real conversions nuggets. Narrowing the scope to particular segments in your list (which you should always be doing…) will help you see how certain segments respond to timing and allow you to make stronger conclusions.

Sometimes the conversion gems that are waiting to be discovered are not only in the message itself, but how and (in this case) when it is being delivered. It is like when you asked your Mom to borrow the car – you knew not to bother her when she was busy if you wanted a good response.

Good luck in testing.

For a deeper discussion about timing and relevance, you can join our Senior Manager of Research Partnerships, Andy Mott, as he explores Increasing Conversion with Right Time, Right Message Strategies on Thursday, March 11 at 2 p.m. This free BtoB Magazine webcast is sponsored by Eloqua.

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  1. March 4th, 2010 at 08:41 | #1

    I hope that all businesses that go through the effort of setting up a that many different test for their eblast campaigns would also test when to send out.

    I have found that in my industry which is a b2b outfit, the best time is 10AM on tuesdays, Monday is a bad idea due to the overflow of junk mail collected over the weekend, and the other days seem to not perform as well..

    Thanks and Regards

    Noel for Nopun.com
    a graphic design studio

  2. October 2nd, 2010 at 11:58 | #2

    In our tests we have found that the early am hours are the best as well. To Noel’s point, we too have found that Mondays do not perform well.

    One “gem” we have found is that Saturday emails have a tremendous open rate. We surmise that email traffic is lower on weekends and so an email with a good subject line really stands out.

    Keep up the good work!

    Scott
    FetchLocalCustomers
    Chicago Online Marketing Consultants

  1. March 3rd, 2010 at 10:27 | #1
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