Do your mornings begin like mine?
When you get to your computer and click over to email do you spend the first several minutes looking for personal mail and deleting the ads?
That's what I do. I also delete all the political messages, because they're mostly bad news and I don't need any of that to start my day.
This morning as I sat deleting, I pondered what I might be missing. With somewhere between 50 and 100 emails waiting each morning, there could be some good information buried amid the junk.
But I don't have time to find out first thing in the morning. My task at that moment is to check for correspondence from my clients and my prospective clients.
Later in the day, that changes.
I still delete the political messages, and I still delete everything that's obviously an ad – like the Avon sale and the specials at LL Bean (Sorry!) But when an individual email comes in and arouses my curiosity, I open it right then.
Is this what you do?
More important, is this what your prospects do?
If so, it becomes your job to determine the best time to send your message – and that means you need to think about when your prospects open their mail.
Are the majority of your prospects checking their mail before they go to work in the morning? Or...
- Are they checking right after they arrive at work?
- Do they check their personal mail at lunch time?
- Or do they wait until they get home in the evening?
If you want your message to be read, you'll want it to arrive after they've gone through the ritual of deleting the junk. (No, I don't think your message will qualify as junk, but if it's buried in the stuff it might get mistaken for junk.)
How can you tell?
- By testing
- By keeping records
Try sending your messages at different times of day, then keep track of how many people open each of them. Do it for a few weeks until you see a pattern emerging. If you really want to know "who and when" you can print reports from your autoresponder and see if different people open your mail at different times of day.
You might learn that an entirely different set of people open a message sent at 10 a.m. than one sent at 7 p.m.
The autoresponder I'm using tells me exactly who opened my messages, and who clicked on the links. It also allows me to separate my list – so I could actually divide it into 3 or 4 segments and test by sending the same message to the different segments at different times of day.
I haven't done that yet, but I think I will. In the meantime, this week I'm following my own suggestion and changing my send time.
Note: The autoresponder I'm using now is Your Mailing List Provider. I like it because it's easy to use and inexpensive. I also like that they have a free trial, and a free account, so you can find out if you really like it before you commit to spending any money.
I do have an affiliate relationship with them, and using my link and the promo code: XRS8R9
will get you 15% off should you decide to use the paid service. http://ymlp.com/psignup_promo