But most of you know today’s homeowner is spending most of their time on social networks like Facebook and Twitter. And they are still opening their e-mails.
So, hopefully you’ve got marketing campaigns aimed at these savvy folks.
What’s really hard to know, however, is when is the “right” time to hit that Send button?
Let’s take a look at some of your best options…
EMAIL: When is the Best Time to Send?
Here’s some research from Dan Zarrella at Hubspot. He took a look at the times of the day that worked best for most businesses:
10 p.m.-6 a.m.: This is the dead zone, when hardly any emails get opened.
6 a.m.–10 a.m.: Homeowner marketing emails are best sent early in the morning.
10 a.m.-noon: Most are working, and probably won’t open the email.
Noon–2 p.m.: People look at news sites and check magazines during lunch breaks.
2–3 p.m.: After lunch, folks get back to work and ignore their inbox.
3–5 p.m.: Property and financial-related offers are best sent in the early afternoon.
5–7 p.m.: Holiday promotions and B2B promotions get opened mostly in the early evening.
7–10 p.m.: Consumer promotions are popular again after dinner.
I included the “property and financial-related’ data because this could be appropriate for home improvement companies. Homeowners are thinking about their situations and seeing how they can improve their lives in this time slot.
Also, from his research: “For more general emails, open rates, click-through rates, and abuse reports were all found to be highest during early mornings and on weekends.”
In a study by Mailchimp, weekends were lower. And they “found that open rates increased after 12 p.m. and were highest between 2 p.m. and 5 p.m.” during weekdays.
FACEBOOK: When should you Post Updates?
This is going to vary for you. Some industries will find success in the mornings, some the evenings. It might be a good idea to take note of when you get more “Likes” and comments. As well as when people become fans of your page. Does it happen more on Monday or more on Friday?
There have been studies on attentiveness on Facebook and this is what they’ve found:
Facebook Engagement Rates 18% higher on Thursdays and Fridays
In Buddy Media’s study they stated, “the less people want to be at work, the more they are on Facebook!” And so by the end of the week, they’re more inclined to work a little less and check their updates a bit more.
Further research has concluded that it’s best to post in the early afternoons, similar to e-mail.
TWITTER: Best Time to Tweet?
Research has shown that Twitter is a bit similar to email, too. Later in the week is best. But this stat jumped out a bit:
Twitter engagement is 17% higher on weekends.
Some studies have shown that click-through rates are pretty good at the middle of the week (Wednesday) and that could mean attracting more people to your website or landing pages.
Again, try to keep an eye on when you get the most re-tweets and new followers. You might find that more people are active at the very end of the day.
Test, test, and test… Note what works best.
And don’t forget – don’t sell on Social Media. People want to engage with you, learn from you, be entertained by you.. but don’t go to Twitter or Facebook to see an ad.