The timing of delivery has a big impact on open and response rates, so it’s obvious you’d like to make the most of it.
When you schedule follow-ups, you have to remember to come back to your prospect as soon as possible. That’s why your first reply should be sent the same day.
The rest of your messages should go out after a few days. It’s best to give your prospect time to read and analyze your reply or discuss any doubts with their colleagues.
In practice, the follow-ups should go neither too often, nor too rarely. The best way to increase your chances of receiving a positive response is to keep four to ten-day intervals between your messages.
Timing best practices
You might write amazing messages, but it is not only what you write that matters but also when you do it. Timing may not be everything in this case, but it definitely matters. Keep in mind a few facts:
- Morning – you’ll end up at the top of recipients’ inboxes when they check their messages after getting to work. Most people start the day by reading emails, so why don’t you add yours to their pile?
- Afternoon – lunchtime is not a good idea, but after 2 p.m. should be fine.
- Evening – this might be a good idea on Sundays: the weekend is nearly over, and most of us are starting to think about work and planning the following week (i.e. people check their inboxes).
- Try a few different approaches to find out which one works best with which target. People have different working habits, so think about when they’ll be the most responsive (startups are probably online 24/7, whereas people in big corporations may be available only 9–5).
How to pick the best day and time?
- Monday – people have a lot of things to run through to catch up after the weekend, but it can be worth trying.
- Tuesday/Wednesday/Thursday – very good shot!
- Friday – people are already thinking about the weekend and focusing on closing things they planned for the week. Avoid sending first messages then, but a soft follow-up may be a good idea.
- Saturday – this day doesn’t seem to be a good idea, as the weekend has just begun, and people are not eager to check their mailboxes and read messages.
- Sunday – can be a good choice; people plan their whole week and may put you in their calendars.
In terms of timing:
- Sometimes people check their mailboxes on the way to the office or just after arriving. It’s worth remembering that they read your message and reply from their phones, so make your emails easy to skim.
- The probability of a reply is a bit lower during lunchtime (1 p.m.), but in general, timing doesn’t matter a lot during working hours.
Some people are used to replying to emails late in the evening before going to sleep, so it can be worth trying. Remember that Rome wasn't built in a day so first, you can try several different approaches to find the best way to schedule your follow-ups!