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What is the best day to send a postal appeal on?
Submitted by patriceleguern on 13 November, 2007 - 17:26.
Hi there,
We are in the process of sending out our most recent postal appeal, and i'm looking for some advice on what day of the week it's generally considered best for people to receive post? We currently do a lot of e-mailings and in that case there are set days of the week when it is not advised to send them out as open rates are considerably lower - eg. monday morning, and i wondered if this is also the case for postal appeals?
Any advice, or pointers for where i might be able to find some would be very much appreciated.
Many thanks
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RE: What is the best day to send a postal appeal on?
There is evidence that response improves if mail arrives on Saturday - more time to open the post! But the variables are too important to ignore.
Who are you mailing? housewives, working people, retired. All will tend to have different best response times.
The other factor is that with the all new postal system you are not guarenteed a single day for delivery anyway - our mailing hit doormats over three or four consecetive days
David
RE: What is the best day to send a postal appeal on?
[quote]We currently do a lot of e-mailings and in that case there are set days of the week when it is not advised to send them out as open rates are considerably lower - eg. monday morning[/quote]
That would explain why I get so many mailshot-type emails - as opposed to spam - around Friday lunchtime then!
I get a bit overwhelmed by them actually.
Jon
RE: What is the best day to send a postal appeal on?
Check out the website of international DM guru Mal Warwick at [url]http://www.malwarwick.com/[/url]
I quickly found this answer
Does it matter which day of the week a direct mail piece hits?
Do you have any information on the difference in results when mailing on different days of the week? For example, is it better to have a mailing hit in-home on a Tuesday rather than a Friday? This is regarding print mail, not e-mail.
Mal answers: The answer is no. I've never had strong enough reason to test that question, which would require a significant investment, not just of money but also of management time (to oversee the lettershop and be certain that test panels were mailed on the days stipulated in the test). I don't trust any anecdotal information reported at direct marketing conferences, and I certainly wouldn't trust reports from commercial direct marketers. Responses to fundraising mail could easily be very different from those to commercial offers.
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Much more sensible advice on this site.