Dictionary.com defines a routine as commonplace tasks, chores, or duties as must be done regularly or at specified intervals or typical or everyday activity. Think about some of the things you would consider as a routine in the morning. Maybe you go eat some breakfast, drink some coffee, watch some television, brush your teeth, etc. How about read your email? Do you check your inbox when you first get up? How about on your commute to work on your phone or when you get there? Anyway you do it, chances are if you have an email account and utilize it, you have probably developed a ritual for it, much like other aspects of your life.
Saturday and Sunday?
Dave Zarrella, of HubSpot, does a great job in highlighting this point in his Webinar, The Science of Email Marketing. By knowing how and when your readers are checking their emails, you can adjust your tactic to their preferences. You can also adjust your campaign based on whether your reader perceives checking their email as “homework.” When you get home from a long day of work, is your first priority to do your homework? For some, it may be. Interesting fact that Dave shared was that click through rates SKYROCKETED much higher on Saturdays and Sundays. Does this mean that your readers spend their work weeks organizing and skimming through emails based on urgency, saving those which they read in their entirety for the weekend?
Two Minute Rule
Some even term this phrase the “two minute rule” of productivity. If a task takes more than two minutes to either complete, finish or read, they delete it or put it in a folder for later use or when considered more urgent or a priority.
Is your campaign mobile friendly? Is it easy to navigate through? For places like New York, where commuting in public transit is more popular, readers may designate this time in their routine to reading, browsing through their inboxes or folders and uncovering these “gems” they left behind for later use.
Would you say you have a routine when it comes to your emailing? I’d love to hear your feedback and comments!