A heaven sent email tip for All Saints’ Day

Sending your business emails out on a legal holiday, like All Saints’ Day for example, can be a risky move. The chances are that your recipients may not see it until a few days later. By which time your email is probably buried under a pile of email or – even worse! – a mountain of spam (assuming that their inbox is chronologically sorted).

As the more recent messages are likely to receive the most attention, your message may not be as effective as you could have wished. Open rates for emails are strongest within the first two days of delivery. After that, they tend to fall. Like a lead balloon.

On the other hand, an email is the ideal medium to announce that you are taking a day off. E.g. we used our weekly tipmail as an opportunity to inform you that EmailGarage was closed on Thursday 1 and Friday 2 November. See?

Conclusion: send out your email when it’s most likely to get read. This applies to public holidays too.


  1. Posted November 8, 2007 at 3:51 pm | Permalink

    I think it’s normal to send out your e-mails when they are read the most.
    But on which day of the week do people read there e-mails the most? And also which hour is the most effective?
    I guess you don’t have to send an e-mail on Friday evening, because it’s just stupid. And some companies send their e-mails at 4 in the night/morning, just to be the first one in your mailbox when you open it in the morning. So I also can conclude that there is a certain strategy to send e-mails on a particular weekday and a particular hour.
    Any thoughts?

  2. Posted November 11, 2007 at 2:17 pm | Permalink

    Thanks for your comment Jorn. It is clear that this issue isn’t exact science.
    First, it is important to keep your target group into account. If your message is sent to B2C, you’re email strategy will be different from B2B.

    Reporting tells us that consumers open personal mail during lunch breaks and in the evening.
    B2B must be handled with another strategy. Sending the message during the day create an opportunity of direct interaction, because when recepients receive the message while they are sitting behind their computer, they can react immediately (more info about this in an earlier topic about text headers).

    Our experience learned us to test, because it differs for every segment and every brand. Reporting tools allow you to compare different campaigns, segmented on specific hours and days. Each segment can react differently. Via these analysis you can get to know your audience, and send your campaigns, based on behavioural targeting, at the perfect time they want to receive it.

  3. Posted December 27, 2007 at 3:41 am | Permalink

    I found something interesting about the best date and time on marketingvox: http://www.marketingvox.com/archives/2007/12/26/wednesday-best-email-day-in-q3-late-afternoon-best-time-of-day/

  4. Posted December 27, 2007 at 10:59 am | Permalink

    Hi Jorn,

    indeed an interesting report, which gives you some nice benchmarks to check off on your campaign results. But keep an eye on the fact that these temporary results aren’t explaining an exact science, as we declared in the other comment. Speaking about best sending days and hours depends on your specific target group and email content.

    But comparing your metrics to reports like this is very useful.

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