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Five Outbound-Email FAQs That Stump Even Experienced Marketers

by William Wickey  |  
July 11, 2016

What's the best day and time to send outbound marketing emails? How many outreach attempts is "enough"? How long should emails be?

Those and other frequently asked questions about outbound-marketing emails can be tough to answer. But let's give it a shot.

Question 1: What's the best day and time to send emails?

Answer: It depends. But fear not: You can ask yourself some key questions to get closer to the response that will work best for your target audience.

Ask yourself:

  • Who are the audience members of this campaign?
  • What stage of their life are they in?
  • Where do they fall in their company hierarchy?
  • When do they have free moments in the work day?
  • When are they likely to check work email on their phone?

If you find these questions difficult to answer or there is no clear trend, then you either don't know your audience as well as you should (in which case your messaging is unlikely to connect anyway) or your campaign does not have cohesive targeting.

The only objective way to determine the optimal time to send to a given audience is by looking at your data. If you do not have data on optimal send times for your audience, use your best guess as a starting point, then A/B-test to find a better starting point for iteration.

Day of the week seems to matter less and less for marketing emails. However, positive replies to outbound sales emails mostly occur Monday to Friday. And unless your data tells you otherwise, confine your sends to business hours.

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William Wickey is content marketing manager at LeadGenius. He specializes in growth strategy, crisis communications, and lean marketing.

Twitter: @wwickey

LinkedIn: William Wickey

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  • by Rachel Mon Jul 11, 2016 via web

    Great article!

    I do have some concerns about the final question about CTAs. An email reply is great, but with my experience using various marketing automation programs, this type of response is very is difficult to track and report on, depending on the size of your campaign.

    I think that the next best option is sending prospects to a landing page, where they can convert, preferably with a form showing fields where their data may be missing.

    Any other thoughts?

  • by Jeanna Mon Jul 11, 2016 via web

    These are great tips. Thanks!

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