This is a great question for all small businesses, especially because there isn’t one right answer.
First of all, there is no time of day to send a newsletter that is absolutely perfect. The best time to email varies depending on the industry you’re in and you should use your common sense. For example, if you’re emailing a group of Contractors you would likely not send the email during the day when they are probably out on a job.
In general, however, statistics show that more people open emails during the day rather than at night, and more people read email during the week rather than on the weekend. This makes sense because people are often busy with family and friends on the weekend and at night, and are likely not as focussed on any e-newsletter as they might be during the week.
I would suggest that if you haven’t tested when your clients open emails, just send the newsletter when it’s ready. (Though I probably wouldn’t send a B2B newsletter on a Friday afternoon — I think a lot of people have other things on their minds on Friday afternoons!)
One thing to consider that is actually more important than when to send a newsletter is what to say in the newsletter. Small business owners will find that if you provide quality, useful information or resources to potential clients, when to send the newsletter will be less of an issue.
The key to what to say in a newsletter is knowing who you’re talking to, what their problems are and how you can help them.
For example, a language school for children would likely be talking to parents who are verydedicated to their children and their children’s education. One of their problems might be that they don’t want their child in “school” for more hours than they already are. The language school could help them by showing that they not only teach the language, but do it in a fun way so that the child has a positive association with learning the language. The tone of everything they send out would be positive and fun while also being educational.
Once you know who you’re talking to and which of their problems you can help them with, you can think about what kind of information and tools would be most useful for your ideal clients. (ie. the parents in the previous example) Your newsletter is just a tool to share these resources, which is why the time you send your newsletter is a secondary concern.
If you’re stuck on what to share you can always send a survey to the people on your email list (check out Survey Monkey) and ask what kind of content they would prefer (give options from which they can choose).
Also consider how often you email your ideal clients. Many small businesses find that once a month or once a quarter is enough to produce a newsletter, but this will depend on the goal of your newsletter. If you are sending general information/tips/resources I think once a month is about right, but if you’re someone like a Coach you probably want to be in front of a potential client a fair bit right after they sign up for your newsletter because they might be almost sold on having a coach, but if they decide to move forward with a Coach and another Coach happens to connect with them at that time, the original one could lose a potential client.
So how often to send newsletters depends on your business, your objectives, and also who is on your list. As long as any small business’s newsletter delivers value every time and does not overwhelm people you should be fine.
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