What Day of the Week Should You Send Franchise Email?
Last week, I published a post that was a follow-up on email send times entitled "We Changed Our Email Send Times, Again – Five Graphs That Tell the Whole Story." You can find that article here and the original article we wrote on email send times here.
Anyway, on the heels of that post, we received an email from one of our readers. Here’s what it said:
I liked the research you provided on open and CTRs for email opens.Can you find out if any studies have been done with day of the week?
Thank you. "
Well, as we’ve always said, the goal of the lead generation resource center is to provide as much useful information to franchises that we possibly can. On that note, the answer to this franchise’s question was “no”, until now.
For the purposes of this analysis, I took a look at the last almost four years of FranchiseHelp emails. (When you’re trying to tease out something like day of the week bias, it’s important to use an outrageously large sample size to ensure that you tease out anything else that may affect the data.) For those wondering, that’s 160 million email sends.
Here is the breakdown of open rate by day of the week:
Here is the breakdown of click rate by day of the week:
And here is the breakdown of click-through rate by day of the week:
As you see, Monday leads all days in all three categories. I’ve gone ahead and indexed Monday’s statistics to 100 to show you what kind of drop-off we see for the other days:
|Day of The Week||Open Rate Index||Click Rate Index||CTR Index|
Based on what we can see here it seems that after Monday, the best day to send email is almost certainly Sunday. After that, however, the signals get a little murky. (Can you imagine that? Murky signals over 160 million pieces of data!)
The only other point I can say confidently is that Friday is the worst day of the week to send email. It shows the lowest performance on all three of the key metrics we analyzed here.
If you have a question about franchise lead generation that you think we can help answer, let us know.
If you’re interested in learning more about FranchiseHelp’s lead generation programs for franchises, click here.
WEBINAR: Things to Consider When Designing Your Franchise's Website
In this webinar, FranchiseHelp's Eli Robinson discusses how you should think about what your franchise's website should look like. This is how we achieve Step Two of online franchise lead generation: Turning Visitors into Leads.
How franchise lead generation is NOT like the lottery – And why you think it is
Franchise lead generation is sometimes (incorrectly) compared to a lottery: A franchisor is paying a relatively small sum of money to purchase an individual lead (“buying a ticket”) in the hopes that this lead will ultimately turn out to be their next franchisee (“a lottery ticket that pays out”). Based on this simple comparison of a lottery & franchise lead generation, it's easy to see why a franchise could consider lead generation as a lottery.
Measure Franchise Lead Response Times in Seconds Not Days
Proper timing is a crucial part of any marketing venture. Frankly, proper timing can make or break a marketing campaign’s performance. For example, a company attempting to target simply adults will find themselves purchasing TV spots late into the evening, well after the rest of the family has gone to sleep. (Think about the commercials on David Letterman’s show.)