This month's issue of B2B Marketing online published the following article:
Email experts Skip Fidura and Kath Pay of the DMA Email Marketing Council, give their insight into optimum times for email delivery
One issue that confronts all email marketing is the problem of timing. As with so many things in life, timing can be everything; the creative can be exquisite, the contact list immaculate, but if you contact potential customers at a time when they're hurriedly flicking through a heaving inbox, or at a time when procurement is far from being a priority, all hard work will be undone in a crushing instant.
In spite of its importance, timing is not yet an exact science. B2B marketers also suffer a bigger headache than B2C marketers because identifying the right time requires consideration of a far greater number of variables. B2B email marketing demands an understanding of some general timing principles true for all campaigns, as well as an understanding of the factors that are specific to marketing to businesses.