How much of the email you send gets deleted unread? A lot of it, if you’re like most of us in corporate America. But if you switch up the times and days when you send out messages, you can improve the chances that they’ll be read and replied to.
Email tracking company Yesware analyzed more than half a million sales emails to find out when recipients are more likely to open and reply. Their main finding: Send out email when there’s less competition if you want to grab a recipient’s attention. “When there’s little else being emailed, your emails are more likely to stand out and get noticed,” the company says in a blog post.
On weekdays, about two-thirds of emails are opened, but on weekends, that figure rises to about three-quarters. Weekend days only get about one-tenth the email traffic of weekdays, which means your message has a better shot of landing at the top of your recipient’s inbox. You’re also likelier to get a reply when you send email on the weekend, but you might have to be patient. A slightly higher percentage of weekday emails get same-day responses, but roughly 46% of messages sent on weekends are returned, compared to 39% of weekday emails. Contrary to popular belief, Yesware says, there’s no inherent advantage in sending emails on Monday versus any other weekday.
The time of day when you send messages matters, too. Yesware finds that although email traffic is highest during the workday and peaks during lunchtime, reply rates are highest when traffic is lightest. For the best results, Yesware’s findings suggest that you should send emails around 6 or 7 a.m., or around 8 p.m. During these hours, 45% — nearly half — of all emails sent receive a reply.
Previous research into Yesware’s data trove finds that another good way to boost your email reply rate is to copy additional recipients. An analysis of some 500,000 sales emails shows that messages sent to two people — one on the main “to” line, one on the “cc” line — were opened around 84% of the time, and replied to in more than six out of 10 instances. Copying a second recipient rather than sending it outright to both is the key, Yesware says in a blog post. If your recipients see that multiple people are included in the message, they figure somebody else will go to the effort of responding. “When a task is placed in front of a group of people, individuals are more likely to assume that someone else will take responsibility for it,” the company says. “So, no one does.”
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