Perfect Timing: When To Hit Send On Marketing Email
Social media plays a significant role in the cannabis community. Unfortunately, there is still a stigma around cannabis consumers and the industry, in which social media accounts can become shut down or unable to advertise. Since email campaigns provide direct access to your customers, without third-party monitoring your every move, we wanted to focus on how cannabis brands can improve this marketing strategy. Last week we discussed easy fixes cannabis brands can do to increase email open rates. This week, we want to continue to improve your email marketing campaigns by finding the best day and time to send your emails.
An original subject line is only one part of getting your audience to open your emails. The other main part is finding the perfect time to send it, so it doesn’t get lost in their inbox. We broke down three key areas of the cannabis industry to share what research suggests are the best days and times to send your emails to your target market to increase your brand’s open rate. As we go through the specialties, you will notice that a large part of email marketing (and marketing in general!) involves knowing your audience.
Overall, the best time to send an email is Tuesday, Wednesday, or Thursday either before or after lunch from 9:00-11:00 am or 1:00-3:00 pm.
News + Services:
Cannabis brands that fall under this category would be Refined Bud, Women Grow, Weed Week and Dope Magazine. These brands are news outlets or brands that provide services within the cannabis industry.
DAY: This is one of the more flexible categories, as we have seen a few successful campaigns that have gone against the norm. In general, the best time to send an email or an email newsletter will be during the week, on Tuesdays, Wednesdays and Thursdays being the optimal days.
TIME: According to research the best time is mid-day, between 1:00-3:00 PM. This makes sense as it typically right after lunch where people’s inboxes will have been cleared from morning work, as well as, have a few minutes to spare before diving back into work.
Refined Bud sends our biweekly newsletter on Thursday, and our average open rate is around 46%. As I mentioned, this category can be flexible because since so few e-mails are sent on Saturday, this may be a great option to increase open rates.
For example, Weed Week took the opportunity to send their emails on Saturday morning to accurately summarize events and news from the cannabis industry from the entire week before. Not only is it one of the only valuable content emails I receive on the weekend, but it is an email I look for on the weekend. Just like the Sunday morning paper, Weed Week was able to take advantage of a low email sending day and make it work for their strategy.
SALES + RETAIL:
DAY: For this category, we would suggest your brand should likely stay within the weekday timeframe. Since your brand is most notably related to sales, sending this e-mail during the weekend could push it into the trash bin.
However, if your cannabis brand is hosting an event or regularly hosts events during the weekend, Friday would also be a great day to send your emails. Although Fridays haven’t ranked best for sales, they are popular with entertainment groups for people looking for something to do on the weekend.
TIME: We suggest 9:00 am – 11:00 am OR 1:00 PM – 3:00 PM. Most people open an email an hour of arrival, so you want to send promotions, sales, or call to action emails when your audience is reading. The timeframe from either before or after lunch is the time of day when people are most likely to procrastinate or are bored.
Marketers TIP: Most people prioritize their emails, or if you have GMAIL, they come pre-prioritized for you. Since your e-mail may come into the promotions folder, it is important to remember just how many emails people receive a day. A study from The Radicati Group in 2015 showed on average, people will receive 76 legitimate e-mails per day. To stand out from all of those emails you will want to send it at a convenient time for your audience.
B2B stands for Business to Business companies, meaning they create or provide a service to sell to other businesses. Cannabis brands that fall under this category would be the wholesaler groups like suppliers, growers, indoor lighting manufactures, etc.
DAY: Definitely during the weekday. This is when your clients are at work reading work-related emails. Avoid all weekend e-mails as a B2B brand. If you customers aren’t doing business on Saturdays and Sundays, you shouldn’t be asking them to open a business-related email on Saturdays and Sundays.
TIME: Between 6:00 – 8:00 AM or 8:00 – 12:00 Midnight. Research suggests that if you are looking for a reply, you are more likely to get a response outside of the peak zones. As a B2B brand, the best time to send an email that requires action is to send it when they are receiving the fewest number of messages, which would be before or after work.
- Know your audience and TEST your audience. As we mentioned before, you know your audience and your brand best. If you have a time you are aware that your audience is most responsive (i.e. from social engagement), try starting with those times.
- Avoid sending emails on Mondays because if it looks like junk, people are most likely to delete it on Monday when they do their weekly Monday morning purge.
- Don’t bombard your audience with emails. Sending too many emails could put your brand in SPAM status. If you send more than two emails a week, it is likely you are losing visibility.
- Consistency is everything. Once you find the day and time that works, stick to it. Nothing turns customers away from a brand more than randomly sent emails.
Always remember that these are general tips across industries. Your audience may react completely differently. But, if you’re just starting out with email marketing these recommendations are a strong start. If you haven’t even begun to market to your customers through their inbox, you may want to consider it. Email marketing can be the best way to build a loyal following for your brand.