A recent article in eMarketer tries to determine the best day of the week to send email campaigns. They attempt to determine best opens, best clicks, etc. The fact is that the assumed 'best day' will be the most occupied day, thus the most competition, thus no longer the best day. Maybe the most expensive day, for sure.

If you provide good information, to the right people at the right time, even low clicks produce high sales. The funny thing is that it is still the same old rules applied to this new technology. So many businesses get rich selling to niche crowds. They won't get high clicks by sending to a general crowd. They want high clicks from a niche crowd. Most campaigners aren't sending to niche crowds even within their customer base. They're sending the same information and offers to their general customer base.

This article missed the point. High opens on wednesday is likely people at work killing time on hump day. And weekends, well, who isn't clicking on everything? Weekend clicks are the kids or just really bored people folks. Killing time doesn't increase sales significantly.

What's the best day to send that results in sales?!?! Go ahead and ask us, we know the answer! There's no significant 'best day.' There's superior campaigns and tools that will produce sales every day of the week. The whole week has some value to some people. Let's ask recipients what their best day of the week is and send all week long.

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