Send Time Optimization Tips for Cannabis Industry Email Marketing

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Over the years, there has been a lot of research conducted to determine the best day and time to send email marketing messages in order to maximize open and click-through rates. However, if you Google the topic today, you’ll find a lot of outdated data, so be careful!

More recent studies conducted by Omnisend, GetResponse, and CampaignMonitor in 2019 provide some more reliable insights into the best days to send email marketing messages to get the best results, but things aren’t as simple as they appear based on the numbers. According to the data:

  • Best Day of the Month to Send Email Campaigns: 5th, 7th, or 12th (Omnisend)
  • Best Day of the Week to Send Email Campaigns: Thursday (Omnisend); Tuesday (CampaignMonitor); and Monday or Tuesday (GetResponse)
  • Best Time of Day to Send Email Campaigns: 8:00 a.m. for open rate or 5:00 p.m. for click-through rate (Omnisend); 10:00 a.m. or 1:00 p.m. (GetResponse)

Take a close look at those statistics, particularly the best day of the week and time of day to send email marketing messages. Notice how different studies got different results? That’s been happening in these types of studies for years, which should tell you one thing:

Every business, every audience, and every email campaign is different, so you can’t rely on third-party studies to determine the best day or time to send your email messages. Instead, you need to focus on the performance of your own previous messages and previous messages sent by peers within your industry.

Fortunately, you can now do both automatically with the new and improved email marketing tool in the Cannabiz Media License Database.

Optimize Email Send Time with Performance Data, Visual Heatmaps and Scheduling Options

The only way to effectively optimize your email campaign send time is with a combination of data and flexibility that allows you to customize and personalize when you send your messages as much as you can customize and personalize the content of your messages.

Prior Campaign Performance Data

When you connect with cannabis and hemp license holders via email using the new and improved email marketing tool in the Cannabiz Media License Database, you’ll have access to data that can help you choose the best time and day to send your messages.

But this data isn’t like the data you’ll find anywhere else. This data is based on your prior email campaign sending results. In addition to using the Performance Overview tool to analyze the best time of day to send your messages, you can analyze performance by engagement and deliveries.

Visual Heatmaps

It’s easy to see the best time of day and the best day of the week to send your email marketing campaigns based on the performance of your previous campaigns sent through the Cannabiz Media License Database email marketing tool. Simply look at the Performance Overview heatmaps.

The Best Time of Day heatmap is recipient-based, so you can see the best days and times to send your messages in order to get the best results.

Cannabiz Media License Database V6 Performance Overview

As you can see in the image above, the darker shading shows the best days and times to send your email marketing campaigns. Based on this sample heatmap, sending your messages on Wednesday at 1:00 p.m. or 5:00 p.m. would be a good choice as would Thursday or Saturday at 5:00.

Scheduling Options

It’s important to remember that not all of your email recipients are in the same time zone, so send time optimization can vary greatly depending on who you’re sending a message to.

Fortunately, when you send your campaigns from the Cannabiz Media License Database, you don’t have to segment your email list and send different messages to each time zone in order to optimize performance (unless you have different things to say to people in different time zones).

The Send Time Optimization tool in the Cannabiz Media License Database has built-in artificial intelligence which automatically delivers your campaign to each recipient at the perfect time. Before you send your email campaign, you can choose to send your message to each recipient at the best time for them between a delivery date you choose and up to three days later.

Cannabiz Media License Database V6 Send Tools

That means if you choose to send your message at 1:49 on the 9th of the month, you can choose to have the Send Time Optimization tool automatically send your message to each person on your email list at the perfect time between the 9th and 10th (1-day time span), the 9th and 11th (2-day time span), or the 9th and 12th (3-day time span).

Optimize Email Send Time with Campaign Comparisons and Performance Benchmarking

Not only can you optimize send times for your email marketing messages based on the performance of your prior campaigns when you use the Cannabiz Media License Database, but also, you can optimize based on all of the other campaigns sent through the License Database by all Cannabiz Media subscribers.

In addition, you can optimize by comparing your campaigns to campaigns sent by your industry category competitors (such as other POS companies), by the location you targeted for your campaign, and by the activity you targeted (such as cultivation, manufacturing, dispensing, etc.).

Having access to campaign comparison data gives you a significant advantage by enabling you to benchmark and make adjustments to ensure you get the best results from every email message you send.

Key Takeaways about Email Marketing Send-Time Optimization for the Cannabis Industry

Even the best email marketing message won’t perform well if people don’t see it, which is why send time optimization is so important. For marketers trying to get in front of cannabis and hemp license holders using email marketing, the Cannabiz Media License Database makes it easy to create great messages and send them to the right people at the right time.

To see the Cannabiz Media License Database in action, schedule a demo and see for yourself how easy it is to connect with cannabis and hemp license holders so you can increase your sales and revenue.

Susan Gunelius

Susan Gunelius, Lead Analyst for Cannabiz Media and author of Marijuana Licensing Reference Guide: 2017 Edition, is also President & CEO of KeySplash Creative, Inc., a marketing communications company offering, copywriting, content marketing, email marketing, social media marketing, and strategic branding services. She spent the first half of her 25-year career directing marketing programs for AT&T and HSBC. Today, her clients include household brands like Citigroup, Cox Communications, Intuit, and more as well as small businesses around the world. She has been working with clients in the cannabis industry since 2015. Susan has written 11 marketing-related books, including the highly popular Content Marketing for Dummies, 30-Minute Social Media Marketing, Kick-ass Copywriting in 10 Easy Steps, The Ultimate Guide to Email Marketing, and she is a popular marketing and branding keynote speaker. She is also a Certified Career Coach and Founder and Editor in Chief of Women on Business, an award-winning blog for business women. Susan holds a B.S. in marketing and an M.B.A in management and strategy.

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