Two experts from the DMA Email Marketing Council, Skip Fidura and Kath Pay, recently put together a pretty insightful article tackling the age old question of "When is the best time for email delivery?" As the authors point out, you can have everything going for you, like a great email design, a compelling offer, and a clean-as-a-whistle contact list, but if you're sending your email at a time that doesn't work for your recipients, all of your hard work will go to waste.

Rather than prescribing a one-size-fits-all approach to email timing, Fidura and Pay suggest that marketers do whatever they can to get to know their audience better. The authors suggest implementing a time-of-day test to see when your customer base is most responsive, and also encourage marketers to consider the time of the year (tax season, holiday sales, end of fiscal year, etc.) and the length of the buying cycle when determining the best email marketing timing.

If you're like many marketers looking for insight into email timing, it's worth your time to read the full article: Email Marketing: Science or magic? Getting email timing right

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About the Author

Riaz Kanani (@riazkanani) is Alliances Director for Lyris. Located in London, UK he is responsible for international agencies and partnerships. Riaz is also a member of the UK DMA Email Marketing Council and a passionate advocate and speaker for email marketing, social media and the future of digital marketing.

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