Social Marketing – It’s All About Timing

Your dynamic newsletter shines with content and resources that will sell your program. It’s ready to go. When should you click send? Or, for Facebook, when should you post that fabulous update to have the best chance of viewer engagement?

Market researchers have studied millions of emails and social marketing trends to answer these very questions. Their findings? The time you send or post makes a difference between a message being received and acted on or being unread and deleted.

A few findings from GetResponse’s research on email opening trends show:

  • Email open rates were 6% higher for emails delivered between 8 AM – 10 AM and 3 PM – 4 PM.
  • Nearly 24% of all email opens occur within the first hour after delivery. The open rates fall dramatically after that first hour. After the 24th hour, a mere .63% emails are opened.

Time of day affects open rate. Avoid 5 PM – 7 PM when recipients are often commuting or involved in family life. Emails are more often opened after 8 PM; however, if you’ve sent your email at 5 PM, it may be buried and chance of opening is likely decreased.

Day of week matters, too. Tuesday and Thursday have long been regarded as the highest-volume days for emails. To get noticed, you might want to send your email on days with less traffic but keep time of day noted above in mind.

For Facebook posting on your brand or program, research from Ragan’s PR Daily has found that timing of day is as important as day of week for the industry you need to reach.

Posts made between 8 PM and 7 AM receive a 14% higher interaction than posts between 8 AM – 7 PM.

You might be surprised to know that weekend posts receive likes and comments at higher rates for several industries, including:

  • Advertising and consulting
  • Automotive
  • Consumer packaged goods
  • Entertainment
  • Finance (bank interaction rates with fans are 29% higher on Sunday than other days)
  • Food and beverage
  • Health and beauty
  • Nonprofits
  • Publishing
  • Sports
  • Telecommunications (Sunday only)

 Other top days for specific industries to gain viewer engagement include:

  • Monday: General retail, Health and beauty, Technology, Telecommunications
  • Wednesday: Consumer packaged goods
  • Thursday: Clothing and fashion, Travel and leisure
  • Friday: Telecommunications, Travel and leisure

For your next email campaign or Facebook posts, keep these parameters in mind. It could mean the difference between engagement and being ignored. 

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