Timing is Everything: How to Increase Engagement Levels for Emails, Blogs and Social Media
It is not uncommon for an inbox to be too full to even glance at anything but the absolute necessities. I’m talking to you, Wednesday morning!
Messages that we want to read that don’t quite make the cut get stowed away in the “Read Later” folder which never gets open and is inevitably forgotten or deleted. Luckily for marketers, there is a way to minimize this trash effect with some clever timing strategies. The same holds true for blogging and social media. By properly timing emails, tweets, blog posts, and even tweets about blog posts, the exposure and engagement levels of your marketing message can be dramatically increased.
Send those emails out on Friday
E-Marketer recently released some insights, based on a study by GetResponse, which found that most email marketers send messages out on Tuesdays. While Tuesday does have the highest open rate of any day of the week, Friday is better. Friday has the highest click rate at 4.9% compared to Tuesday’s 4.5%. Friday also has the dual benefit of being the least likely day for marketers to send emails and the most likely day for audiences to engage emails. So your best strategy is to send email marketing on Friday. And besides, everyone’s in a better mood on Friday.
Twitter timing is a little different.
According to most research, optimum days to tweet are Saturday and Sunday while least optimum are Tuesday and Wednesday. Although most of us know that the best way to maximize your Twitter impact is to tweet frequently and consistently, less diligent twitterers can still increase their impact with strategic timing. According to an article by Fuse Work Studios, tweets sent out between 8:00 a.m.–7:00 p.m. have higher engagement levels than those sent at other times. Problogger is a bit more precise in their timing advice and suggests that Friday at 4:00 p.m. is the most retweetable time of the week.
Timing blog posts gets a bit more complicated
The ideal time to post is obviously when a topic is hot and relevant. If you can pull this off, you’ll have no problem generating traffic. But if you aren’t an expert trend-spotter, then posting consistently is your best bet. At least one post per week is recommended. Social media scientist, Dan Zarrella, believes that this allows your audience to depend on you and can keep them coming back. He suggests posting on Monday between 8:00 am–11:00 am yields the most views while posting on Saturday during that same timeframe most likely increases engagement. Finally, he recommends publishing blogs earlier in the day and then tweeting them in the afternoon in order to get the most out of possible Facebook shares and retweets.
If this seems like a lot to absorb, check out these handy infographics from KissMetrics and Fuse Work Studios, which illustrate the ideal timing for publishing content online.