Are Your Customers Giving You the Time of Day?

The answer to that question could depend as much on when you send your marketing messages as to what type of marketing you use. Recent research shows that the best times of day to market are directly related to the type of marketing your organization uses and in what frequency.

Doremus and the Financial Times polled business decision makers and found that 43 percent use their computers to access content after work and 36 percent do so on the weekends, as reported by eMarketer. But they are using them for very different purposes, so it’s important to understand what those are.

A recent survey of B2B executives and buyers showed that content marketing campaigns that leverage a primary marketing message across their broad communications channels do better at all times of the day and night, not just within the typical 9-5 office timeline, if they use a broad spectrum of media communications—including print, online, email marketing, electronic media and website marketing.

That represents a fairly active strategic marketing plan that is beyond many marketers’ resources. So let’s take a look at some common marketing methods and the best timing for each.

• Email Marketing recently reported that 9 a.m. to 5 p.m. is the best range of time for delivering emails, with 67 percent of opens peaking at 11 a.m. and 21.55 percent of opens happening in the 6󈝷 p.m timeframe. The same study also showed the best days for email marketing are Tuesday, Wednesday and Thursday, with huge drop-offs during the weekend.

As a result, for the majority of B2B marketers it’s advisable to plan email-marketing campaigns during the midweek in the 9-11 a.m. timeframe. By varying the times using 9 a.m., 10 a.m. and 11 a.m., you can analyze if there is an optimum time for your specific audience.

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Tom Marin is the president of MarketCues, a national consulting firm. Tom serves as a senior advisor and change-management consultant with 35 years of experience. He has worked for some of the world’s largest corporations, as well as middle-market firms. Tom's focus is to plan and drive strategy shifts and strategic growth programs in the printing industry and a diverse range of market areas.
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