THE ARTIST: Joshua Sanders (New York, NY)
THE QUESTION: A couple of weeks ago I read a post from your archives. It said that most emails are read on Wednesdays (based on an email seminar you attended). Does that imply that an email written on Sunday is less likely to get read, or that important emails (i.e. to venues when you are seeking a gig) should preferably be mailed on Wednesdays? Just wondering, thought this was interesting, write back if you have the time. – Josh
THE ANSWER: Josh, that is a really great question and one that alot of people don’t think about. The beauty of email is that it is happening all the time. You can send an email out at any time of the day and it will eventually (hopefully) be read by its recipient. BUT there are tactics that will increase the chances of your email being opened in a timely fashion. And there are good solid theories (key word: theories) regarding when its best to send an email. Readers might want to check out that post you were referring to: “HEY, WHAT DAY IS IT? EMAIL MARKETING & THE WORKWEEK“
So lets break it down:
>>> The Commoner: This is the “every-day person” – most likely a fan who subscribes to your newsletter. Send your newsletter on Wednesday. See the above link for a good, thorough explanation.
>>> The Venue: This includes the booker at the venue, the sound guy, and anyone involved with an event – including co-billing bands, booking agents, etc. It goes without saying, but Friday/Saturday (and often Thursday through Sunday) is a hectic time for the entertainer. They’re mostly concerned with that weekend’s shows and spend very very little time online reading and responding to emails. Wait for the weekend dust to settle. Send emails Sunday through Wednesday. The earlier in the week, the better.
>>> The Media: I don’t really have a suggestion for these guys except that sending an email after 3pm on Friday might not do you any good. I tend to do alot of media mailing on Sunday evenings so that I can look forward responses through the coming week.
As mentioned, your email will probably get read no matter when you send it (and there will always be exceptions to the rule), but there’s something to be said for sending an email at the “right time”. Flashback to when you were a kid. Its like asking your mom for extra spending money when she was in a good mood v.s. when she just got home from work and had to worry about making dinner, rushing you to soccer practice, then cleaning the house for guests. :) It’s all about timing. Timing is everything!
Check out our “Email Pointers” Archive for plenty of other tips for good email communication with your fans, media, and venues.