Timing Matters in Communications

Really? A Friday afternoon newsletter…

OK, we know that hitting your email inbox with our newsletter on a Friday afternoon in the heart of summer may be viewed as bad form.

But we do so to make a point: timing is key in communications.

And if your timing is consistently off, then you run the risk of alienating some of your audience.

Sure, there are times when a message can’t wait (this not being one of them). But if you’re not sharing need-to-know information, it makes sense to consider a few things before hitting or scheduling a send.

Of course, the most pressing issue is day and time, with research generally agreeing that Tuesdays and Thursday late mornings are your best shots, with Wednesday mornings also a solid option. In a pinch, Fridays appear to get decent open rates as well. Mondays and weekends are a no-go – Monday because people just don’t like – or trust -- Mondays, and weekends because, well, they’re weekends.

Beyond that, here are three other things worth keeping in mind when it comes to timing.

What’s dominating the news: With the news cycle of the past year, you might never get your message out if you wait for a prolonged break in big distracting news stories. Yet even amid the rapid fire of major headlines, there are some news events that still command a large swath of the public’s attention and emotional energy. If a major story is playing out, consider if your message is a) appropriate and b) urgent. If the answer is no to either, look for a new window.

Considerations for your target audience: Every audience is unique, and that may require you to shift your thinking on when it’s best to communicate with them. If you are trying to connect with a lot of blue collar workers, maybe sending outside of the traditional 9-5 makes sense. Same goes with busy parents who might only get time to breathe after the kids have settled down for the night.

Awareness of special days: This one may be obvious, but the fact that I once got a large group email about a work project moments before my family was sitting down to Thanksgiving dinner tells me it’s worth a reminder. It’s important to look beyond your own personal traditions and practices to assure that your communication doesn’t come off as tone deaf or worse with a segment of your audience. This calendar that includes all of the federal and state holidays in the United States is a good place to start.

Being aware of timing gives you the best shot at engaging your audience, not annoying or alienating them.

See you next Thursday.