Now that I gave you useful, but vague, advice in rules one and two, this is where it gets serious. If you look around the web, you’ll find lots of articles with guidelines about what times you should send your message. Many of those can be a great place to start.
For example, I see articles all the time that say never send on a Monday. They have statistical data to back them up on that point too. So, in the beginning, maybe you don’t want to send messages on Mondays.
Other places say to send the messages at “odd” times. Maybe 1:36 instead of 1:30 (in the afternoon obviously). More generic advice is to send between 10:30 a.m. and 5:30 p.m.
Of course, there are different types of messages that need to be considered too. Appointment reminders aren’t the same as marketing messages. But when deciding the time of day, most of the same rules apply. For example, a client has an appointment at 7:30 a.m. Thursday. Best practices say you probably want to send a reminder 24 hours before. But do you really want to send it at 7:30 a.m. Wednesday? Maybe. But it might be better to add a delay so it goes out after 9 or 10 (easily done with fastsms).
This rule mentioned metrics, which I haven’t talked about yet. But I wanted to make the case first, that you can find all kinds of information about time of day if you do some research. After you do that though, and have sent lots of messages, that’s when you do the real work of discovering the perfect time of day for your list.
The way to do it is to find correlations between the actions taken with the time of day the message was sent. Examples of actions include clicking a link, replying with a keyword, or opting out of the list. If you get the most clicks at 11:36 then that’s a great time for you.
You’ll know if a time is bad when you get a jump in unsubscribes, or very few clicks. Of course, this could also be because the offer was bad. This is why you need to keep looking at your metrics versus time before you make any rash decisions. The more data you have on how your list behaves, the better the correlation will be. Not all lists are the same, and they won’t always stay the same. But if you keep rules one and two in mind, and watch your metrics, you’ll be able to focus in on the perfect time of day to send your messages.