Conventional wisdom says that sending e-mail marketing on weekends hurts deliverability. But recent data shows that conventional wisdom may not be so wise.
HubSpot’s Science of Email report, which analyzed the performance of more than 800 million e-mails from 2014, includes an interesting finding about timing: business e-mail sent on Saturday and Sunday had higher click-through rates than email sent during the workweek. HubSpot attributes the counterintuitive finding to the fact that because e-mail volume is so much higher during the work week, busy professionals are more likely to ignore or delete e-mails that don’t require immediate attention.
At Wentworth Financial Communications, we’re not taking this information to mean that all of our clients should start sending all of their e-mails on the weekends. But we do recommend that firms begin doing some A/B testing and seeing how e-mail sent on the weekend performs relative to e-mail sent during the workweek.
If you have any questions about how to improve the performance of your financial advisor e-mail marketing campaigns, don’t hesitate to contact us (@WFC_Writing). We work with financial services firms and law firms to craft the right message for their campaigns–and make sure that the message gets delivered to the right audience.
About the Author: Scott Wentworth is the founder and head financial writer of Wentworth Financial Communications. At WFC, he’s helped firms across the asset management, private wealth management, investment banking, estate planning, accounting, insurance, and legal industries write and publish newsletters. And, wouldn’t you know it, WFC also publishes its own newsletter, Return On Content. Use the form at right to subscribe to our newsletter.