Should You Send B2B Emails on the Weekend?
by MGB2B
Last week, we took a look at whether or not business prospects were worth pursuing over July 4th weekend. But what about any old weekend? Or how about during vacation?
Consumer Email vs. B2B Email
Before we get into the stats for B2B emails, it’s important to note that consumer emails are different from B2B emails. People are out shopping on the weekends, so it makes sense to sell merchandise direct to consumer on the weekends. But there is a general hesitation to send out B2B emails on weekends and holidays. Well maybe there shouldn’t be. Here’s why.
Looking at Email Behavior Differently
While there are tons of articles on when to send B2B emails based on average industry open rates, it’s also a good idea to look at general behavior. A recent study from ReachMail takes a closer look at when Americans open their work emails [INFOGRAPHIC at bottom of post]. This is a broader study than much of the industry-specific territory that’s been explored in the past. But it’s still important, because it gives an insight into the mindset of most working Americans.
The Three Most Interesting Highlights of the Study
- 75% of Americans Check Their Work Email on Weekends. I assumed that number would be fairly large, but not that large. The key is to get the right message to them while they’re in that half work/half play mode. Perhaps your weekend emails, while still insightful, can be a little more lighthearted than usual.
- 61% Check While They’re on Vacation. You may get a lot of “I’m sunning myself on the shores of Europe” auto-replies during the summer months. But apparently a lot of vacationers are checking their work email when they get back to the hotel at night. If your subject line and your content is compelling enough, they may just give it a read before they head out for dinner and drinks.
- Only 20% of High Earners ($105k per year) Will Not Open Work Email on Days Off. These are often your top decision makers. The ones you want to get to know your brand more than anyone else. And they’re ready to give your email read on Saturday or Sunday – if you can get their attention.
These are just a few interesting facts found by the study. Amongst others, there is a certain faction of people who like getting emails on their days off because it makes them feel important (ahem – 55% of millennials). You can read more interesting stats as well as how people are trying to combat their full work inboxes in ReachMail’s infographic below:
