Best Send dates for 3 emails

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Mary Cosgrove
Mary Cosgrove
Ancient Membership First Comment Facilitator Level 1 Inquirer Level 2
in Blackbaud Luminate Online® & Blackbaud TeamRaiser® Discussions

Hi Patrick and Scott,

We are deciding on the best send dates for our EOY emails..

The graph from one of the first webianr timelines shows Dec. 15 and 22 and 31 as high peak donation days.

Not sure what that means......does it mean the email was received and viewed that day and they donated ASAP? or did they receive it a few days before, sit on it and donate 2 days after they received it? You catch my drift?

We want to strike gold, of course, and choose the best days. What is the current trend of open and click-through rates for Mon, Tues, Wed, Thur, Fri sends?

What is your best advice on this?

Thanks,

Mary
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  • Scott Gilman 2
    Scott Gilman 2
    Ancient Membership 10 Comments Facilitator Level 2

    The dates you mention are the ones we recommend for this campaign. Tuesday the 15th, Tuesday the 22nd and Thursday the 31st.

    We definitely want to avoid Monday and Friday -- haven't seen much success on those days.

    Truthfully, I don't see a big difference between Tuesday, Wednesday and Thursday in terms of open rates, etc. But since we want a week in between the first and second message, and since we don't want to bump too close to Christmas Eve, and because Tuesdays generally perform well, we settled on the 15th, 22nd and 31st. So it's a combination of factors at play here: spacing of messages and scheduling around the holiday.

    We generally see most of the response within 24 hours, 48 hours at most, of an e-mail send. You might think that sending on the 30th would make sense, because it gives people more time, but our stats from past years indicates that e-mails sent on the 31st outpeform those sent on the 30th, so that's why we push for New Year's Eve day, in the morning, for the final send.

    Scott

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