We've blogged before about the best time of day for law firms to send emails, and continue to monitor research in this area.
Most recently, we listened to a podcast interview arranged by MarketingSherpa with Hunter Boyle, a representative of MarketingExperiments (a research laboratory that helps companies optimize online marketing efforts). In the interview, Boyle revealed that after changing the distribution time for his firm's email invitations from 9 AM to 6 AM EST, he was able to boost open rates by up to 19%, and clickthrough rates from 38%-48%. The interview offers other interesting insights into the positive results experienced from early morning distributions, and segmenting distributions by time zone.
Boyle speculated (correctly, we think) that these dramatic jumps in response rates were due to the fact that many B2B executives are "early birds" who get started with work in the wee hours of the morning, but still have availability during that timeframe (due to the absence of any work distractions like calls) to casually browse and read non-business related emails. However, by 9 AM, they are likely already in, or rushing to finish preparations for, meetings and calls, and thus have much less time to pay attention to non-business related emails.
Fortunately, law firm marketers working with an email service provider like eLawMarketing, don't need to get up early in the morning to take advantage of these insights. Just use our scheduling tool the day before to schedule email campaigns to run at the specified time the next morning.
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