First, let’s see what data from previous years shows us.
Emails sent on Thursdays get the most attention.
In a webinar on email strategy during the holidays, Oracle’s marketing researchers uncovered some interesting behavioral trends. “Most of the spikes in responder rates happened on Thursdays,” they say, referring to the 2020 and 2021 holiday seasons. “Thursdays tended to be lower volume days. With that lower competition in the inbox came a higher share of consumer attention and positive engagement,” explains Chad S. White, Head of Research at Oracle CX Marketing Consulting.
Here are a few other observations White and his colleagues made to help you pick the best time to hit “Send”:
While Thursday is a clear winner, Fridays saw a dip in responder rates.
In the days after popular holidays, sending volume drops, but engagement increases – there’s less competition, and people are more active in their inboxes.
Christmas Eve and Day had lower than average sending volume in 2019 and poor engagement. You may want to consider pausing your campaigns during those days.
Now that you have a good idea about timing let’s ensure you have everything you need to make your emails successful this holiday season, including a Social Media calendar.
Verify your email lists to reduce sending costs and land in the inbox
Email service providers charge based on the number of contacts you store and the number of emails you send. So, before you send, “double-check your email lists to ensure all your contacts are valid and active,” says Siva Devaki, founder and co-CEO of MassMailer.