Timing is everything – right? Well, it may not be everything, but it certainly matters, especially when it comes to getting subscribers to notice and open your emails, facebook users to like your posts or announcing your biggest news.
Timing is everything – right? Well, it may not be everything, but it certainly matters, especially when it comes to getting subscribers to notice and open your emails, facebook users to like your posts or participants to hear about your biggest announcements.
You might have spent hours crafting a beautifully written and visually stunning email for your participants, but if you send it at the wrong time it could go unseen by a large portion of them. The same applies to social media posts, although its more difficult to make predictions on best timing practices with these, as Facebook and Instagram have algorithms that affect the viewership of everyone's posts.
We’ve tried to compile some advice for this, to help maximise the viewership of your marketing messages.
These general email send time tips are widely accepted by the email marketing community and from our experience in the sports event industry. They are great when you’re starting off, but be sure to read on and see why they won’t always work.
Daytime vs. Nighttime. While this one may be obvious, it’s usually better to send out your email campaigns during the daytime. You know, when the majority of people are awake. not asleep. Take things a step further and think about the times in a day when the majority of people have a chance to glance at their phone.. Lunchtime, the end of a working day etc..
So most email marketing sites and ‘experts’ on the internet agree that Tuesday, Wednesday, and Thursday are the best days to send out an email campaign. Unless your competitors live north of Winterfell, they have probably heard this advice as well. This means that your race information or new event announcement could get drowned among the ‘Weekly Adidas Favourites’ style newsletters that your racers are probably signed up to.
If you don’t want your newsletter to get lost in the hustle by sending out emails on the “recommended” days and times, trial and error might be your best bet. Although Mondays and Fridays are generally not recommended, who is to say they won’t work for you?
Here at Eventrac we’re trying to help you understand your racer demographics. Understanding your participant demographics is the single most important thing you can do for email marketing success. They’re your audience - you should study habits and cater to them.
The tips above are considered general knowledge for email marketing. But what about the runners, cyclists, swimmers, and triathletes you are trying to target? Some examples of how ‘athlete’ demographics that might override the safe “best time to send” general advice:
Knowing your audience is important. So try out a few different times and days to see what works best, by keeping track of your open rates and click-through rates, available on the Eventrac Email Marketing Platform.
Are you not getting the open rates you want? Bad open rates aren’t just about your send times. If your open rates aren’t looking so good, consider these factors as well:
The content of your emails obviously has to be enticing too. If they’re bored to death after newsletter number 2, they won’t want to open 3 and 4 or even stay subscribed. For more on good email marketing content, see our ‘Email Marketing to Drive Event Registrations’ guide.
If you have a timeline for your event preparations, participant communications should definitely be on there. There are several messages which you want to get across to your race participants in the run-up to your event. Types of messages to send before, during and after your event, can be found on our ‘Communicating with your Event Participants’ guide.
The power of scheduling for your emails and your social media posts is something you really want to take advantage of, in order to make the most out of your message timing strategy. It can be tempting to want to see something go out straight away, but resist the urge and schedule your messages for the times where you see the best responses. Test different timings, and get to know your audience. I know this guide hasn’t exactly give a definitive answer to the question of ‘when should I time my marketing emails?’ and other messages… which might seem like a cop out! But trust us, the best thing you can do is adapt to your audience as you go.
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Don't hesitate to contact us if you have any questions about your event, our platform or simply want to chat! Drop us an email at firstname.lastname@example.org
The team at Eventrac are on hand to assist with all components of your event. From advice on promoting your event through low cost channels such as social media, to a guided tutorial on a specific feature of Eventrac. We are here to help.