Timing is everything…especially with email and social media
No matter what you do from submitting a proposal for a very lucrative contract to trying to use the restroom after the latest summer blockbuster, timing is everything and online marketing is no different. Many of you might have some idea that when it comes to email marketing there are certain days and times that are more effective than others but did you know the same was true of social media? So what are the best times to make the most of your online marketing?
As a direct descendent of that old marketing standby direct mail, email has been around the longest but the ideal days and times for sending campaigns have remained the same since the beginning. The best windows for Email are Tuesdays, Wednesdays, and Thursdays between 10:00 and 10:30 a.m. or between 1:00 and 1:30 p.m.. The research bears it out but the reasons are simple. Monday emails will either get lost in the morning or post lunch purge and Friday emails often go unseen because people are trying to finish up for the week and they end up being caught in the same combine as the Monday emails. The morning time slot is great for single time zone emails because they make it in after the morning purge, but before the after lunch purge and are generally seen. The afternoon time slot is best for emails that go to multiple time zones because they achieve the same result avoiding purges on both ends of the spectrum.
Social Media is somewhat new to the game but it has found its own windows for maximum traffic. Facebook falls in line with emails love of middle of the road travel with links sent between 1:00 p.m. and 4:00 p.m. getting the most traction while Wednesday at 3:00 p.m. being the best time to post on Facebook all week. This does not mean you should stop posting the rest of the time, on the contrary, if everyone did that, the trends would change to accommodate the content patterns (besides, lets face it, not everything you have to say is a gem). All this means is that you should adjust the timing for your most important content to go out in that sweet spot to maximize visibility.
Social media is the great equalizer for marketing and Twitter proves the rule once again with its disdain for established timing. For maximum Twitter traffic, the best time to say your peace is on a Monday between 1:00 p.m. and 3:00 p.m. ET. So just when you thought you would start taking long weekends, you realize that you will have something to do Monday after all.
So now that you have found some of the sweet spots for your marketing exposure, you might need to revise that editorial calendar I know you have for all of your communications. And if you don’t have one already, it might be time to start thinking about one so you can make sure that all of your marketing brilliance will not fall on deaf ears.