Time was, we used to consider only when in the day people would open their email. We wanted to send our campaigns at the time people were most likely to be at their computers to receive them. We tested sending email at 9.10am – people coming into the office, firing up Outlook, settling in with their first cup of coffee … your email would ping straight to the top of the queue. Perfect.
Then, we tested sending emails at strategic times through the day … just after lunch, in that mid-afternoon lull, at or just after each hour (meetings are scheduled at whole hours-o-clock … so, people flitting between meetings and checking their email as they go). And so on. But now, as well as ‘when’ we really need to consider ‘where’ – and what that means to our email campaigns.