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Email marketing low response days

Posted by Michael Bloch in web marketing (Thursday December 21, 2006 )

Ever wondered what dates (rather than days of the week) each year typically bring a poor response for most types of business to business email marketing?

If you are based outside the USA, it can be difficult to remember what holidays are when in the States, but beyond that, there’s also other specific dates that have been identified as traditionally low response days. And one of them is of course today :).

Prospects To Go has published a handy calendar containing dates to avoid for business to business email marketing for the remainder of this year and all 2007. Needless to say, the next 9 days are looking less than positive :).

However, Prospects To Go also flags an interesting point – the end of the year is also the end of many companies’ financial year. In some companies, if a certain department hasn’t spent their budget by the end of the year, chances are they’ll have less budget to play with – so they are prone to impulse purchasing.

View the 2006/2007 calendar (PDF)

In regards to specific days of the week that tend to attract low responses from email marketing blasts generally speaking, I’ve read so many different studies with conflicting advice that I really believe it’s a matter of trial and error and very industry specific.

I’ve certainly found that it doesn’t make too much of a difference; especially if the target group are small business owners – a section of a list will be more responsive on a particular day which tends to even things out no matter what day the campaign is sent out. Perhaps the differences are more noticeable on mega-lists; the largest I’ve worked with has been around the 50k mark.


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