This may be shocking to some, but your customers are not sitting at their computer on Tuesday wondering when they are going to get your next email. What they are waiting for is a message that is of interest to them from a company they care about. We (marketers) need to stop worrying so much on what day is best to send email (or spending time to test it) when the actual difference is usually minimal. Using that time and effort to build a stronger contact strategy and testing strategy will prove far more valuable than worrying if you should send on Tuesday or Wednesday. The lift you might see from a day of week test is usually less than or equal to much simpler tests such as subject lines and content. Do those tests to drive incremental improvement and focus the extra time you will have on developing a testing regimen, automations, and segmentation strategy.
So the answer to the age old question What day of the week should I send my email? There is truly no “better” day of the week than when you are sending content that the customer wants to receive. If the content is of value to the customer, send the message. It won’t matter if it is Monday or Friday. Look at your automations that go out every day, but are highly relevant to the customer’s actions and interests. Look at the performance over time by day of the week, do you see any drastic changes by day of week over time?
Gaining your customer’s confidence through sending relevant messaging over time, is a far better win than eeking out one additional send to try and get a sale, let alone worrying about what day of the week to send it. Once you lose a customer’s confidence and they start to ignore your messages, you have dug yourself a pretty big hole that won’t be fixed by the day your email goes out.
It comes down to providing content to the right customers to drive better engagement and higher lift. Focus on gaining the customer’s confidence and driving a deeper relationship to ensure a healthier program moving forward. This doesn’t mean to stop batch campaigns, just stop worrying about what day of the week to send those emails.