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graph of email marketing performance

It’s not always Tuesday or Thursday!

By A Helping Hand, Marketing Performance, Measure

Email marketing is a highly powerful marketing tool for small businesses, when done well. One of the biggest questions people ask is “when is the best time to send an email marketing campaign?”  If you type this question into Google (other search engines are available), you’ll get millions of responses.

What the email engines say

To start answering this question, we looked at what the big players in this market said. Here goes…


It’s somewhat established that the best days to send email blasts are Tuesday, Wednesday, and Thursday across different industries and audiences. When we look at the typical distribution of optimal send times across Mailchimp’s whole system, the best time to send email newsletters is at 10AM in the recipients’ own time zones. Note that no single day wins hands-down. This is what we should expect when studying the data of billions of humans’ inbox activity.”


Which day of the week is everyone sending their campaigns? Email marketers favour Tuesday (closely followed by Wednesday) for sending out their campaigns. Which day of the week generates the most opens? Thursday is the weekday with the highest open rate, closely followed by Monday. What time of the day generates the most opens? Most email opens occur between 11AM-12PM, with another peak between 6-7PM and an interesting late-night bump at 2AM (in the sender’s time zone)

Hubspot (based on US subscribers)

The best time to send emails on Tuesday is 9 AM – 12 PM EST, then 12:01 PM – 3 PM EST. I’d stay away from sending your emails anytime after 6 PM EST. On Mondays, aim to send your emails between 6 AM and 9 AM EST, then 9 AM – 12 PM EST. You’ll get the least engagement between 6 PM and 9 PM EST


Tuesday: According to various email tool statistics, emails sent on Tuesday have the highest open rate of over 18%, increasing site traffic. Wednesday: The mid-week day consistently meets the open and click-through rate goals. Thursday: Is considered the best day to send marketing emails. You can choose between Tuesday and Thursday to start your email campaign. You’d be surprised to learn that Fridays and Mondays are not preferred for email sending, but they are still a better option than weekends. Friday’s open and click-through rates (CTR) are higher than Monday. 

What else do they all say?

You will see a trend in these responses saying that Tuesday – Thursday are good days, with mornings being the better time.  But what they all say in addition to this is that this is not to be taken as written.  For you it may be different. To truly find the best time and best day for your email marketing campaigns, you have to test.

What are you testing?

When running email marketing campaigns, there are many different measures that you can compare and test:

  1. Open rates – how many people opened the email campaign?
  2. Click rates (sometimes referred to as Clickthrough rates) – the number of times people clicked on a link in your campaign.
  3. Website traffic – how much traffic did you send to your website?
  4. Desired outcomes – how many people did what you wanted them to do?

Depending on your reasons for sending the campaigns, the measure that is important to you will vary. However, they are all connected.

Open rates

Open rates are impacted by the name of the sender and by the subject line. If the recipient recognises the sender and has a positive relationship with them, they are more likely to open the email. If the subject line grabs their attention, they are more likely to click to open.

But they have to open it to do anything else. The higher the open rate, the more likely they are to do the other things.

Click rates

Assuming you’re not adding lots of different links to various places, most of the links in your emails (whether in the text or specific buttons) will go to one, or two, places. The decision to click is based on the content of the email. If it is obviously trying to sell something, click rates are likely to be low. If the content is tantalising and offers to help, click rates will be higher.

Again, they have to click for any further action to be counted as the result of the email marketing campaign.

Website traffic

This should be a similar number to the one above, assuming you’re behaving with your Calls to Action (CTAs), but you should also keep an eye on how long people spend on your site. If they are clicking onto it, but then leaving quickly (shame Google no longer has a Bounce Rate stat), you landing page is not of interest to them.

Desired outcome

Ultimately this is the real payback from your email marketing campaigns. If you run an ecommerce business, this measure is likely to be revenue. If you’re a B2B service provider, perhaps it is meetings booked – and so on.

How to test your email marketing campaigns

Testing can take some time, particularly if you’re not sending large volumes, but the sooner you start, the sooner you will have results you can use.  We find a spreadsheet and pivot tables to be the best way to analyse the results, but that may not work for everyone. Here are the steps we recommend:

  1. Look back at previous campaigns and record your performance
    • Date, day and time sent
    • Open rate
    • Click rate
    • Desired outcome rate
  2. Analyse those results to see how you’ve done so far
  3. Schedule upcoming campaigns on days and at times you’ve not sent campaigns before
  4. Analyse regularly

The good and not so good times should start to show after the first 6-10 campaigns.

Kindling n Thingsgraph of email marketing performance

We’ve been running the email marketing for this company since early 2023 and we’ve been tracking the email marketing performance during that time. For them, Monday lunchtime is one of the best times to send campaigns, followed by Saturday lunchtime and Thursday lunchtime (these are average campaign figures – the big spike on Wednesday is a one-off campaign so will need to be tested again). Evenings are surprisingly poor considering this is a consumer product. You can see a full case study on our work for them here.

If your email marketing isn’t working as well as you’d like, experimenting with when you send them is a good way to identify ways to get better results. If you’d like a free review of your email marketing, click here.

Person using a laptop image to support article about getting potential clients back to your website

7 ways to get potential clients back to your website

By A Helping Hand, Marketing Performance, Measure

graph of returning visitors to support article about getting potential clients back to your websiteBecause getting them back increases the likelihood of them buying from you

Whatever way people move from simply knowing who you are to becoming potential clients, they will be spending time on your website. Much of the time, they are checking you out; making themselves comfortable that you will be able to help them. Getting potential clients to return to your website will help them to become comfortable and start talking with you. Here’s 7 ways to get potential clients. back to your website…

How many people are returning to your website?find your returning visitors stats at Google Analytics

Before you start work on this, you need to know how many potential clients are actually returning to your site. After all, it may not be an issue for you. If you don’t know, Google Analytics is your friend. To find your stats:

  1. Go to Google Analytics – click here
  2. Go to Reports
  3. Click on Retention (highlighted blue in the image here)

1. Retargeting ads

You will have regularly seen adverts for something you’ve been looking at online. Those adverts are designed to get you back to their site and to buy the product. You can do the same to people who visit your site.  

Google Ads and Facebook Ads are two key players in this area. You will need to set up the account(s) and you do pay a small amount per returning visit. Depending on how competitive your industry sector is, this cost per click (CPC) can be pennies, up to £1 or more. But it will be much less than Google Ads to get them to your site for the first time.

2. Email marketing

Email marketing is a highly effective way to get people back to your website. If they have given you their email address, make sure you are emailing to share latest content regularly. 

Depending on what information you have collected, email campaigns can be: 

  • New case studies, particularly for people in their industry sector. 
  • New products or services that you now provide. 
  • New articles that continue to demonstrate your expertise and knowledge.  

The wonderful thing about email marketing is that everything is trackable: 

  • You can see who is opening and clicking on what campaigns 
  • You can see the contacts who are highly engaged, and those who never open your emails
  • Associated applications can even show you what individual contacts do after they’ve clicked from your email campaign. 

If you have a telesales function within the business, assigned to follow up your marketing campaigns, this information helps them to call the right people. Those who have engaged should be the first people called.  

Sending links to special offers or exclusive content is a fantastic way to really encourage people back to your website.  

3. Consistent engaging content

Regularly adding high-quality content to your website can quickly get people coming back to your website. Once people have visited a few times, they get used to expecting useful information and content, so they return regularly to consume that content. 

That content can be in the form of blogs, white papers, or videos – whichever format your target audience prefers. By posting useful content, you establish yourself as an authority, increasing your Domain Authority score and your search engine rankings.  

4. Social media promotion

Your choice of social media platforms is determined by your target audiences. Whichever platform you use, social media is a great place to share new, and evergreen, content. New articles, case studies and promotions are all great outbound content. But don’t forget that a good chunk of your website visits can come from when you have responded. That can either be to people who have replied to your original post, or when you have commented on someone else’s original post. Social media is not somewhere to shout ‘Buy Me!’ – but that is another article… 

5. Guest Blogs

High quality content that you post on other websites generates both quality inbound links (good for SEO (Search Engine Optimisation)) and more traffic. The fact that the other site has agreed to post the content is a good sign for readers. For people who have seen your site before, it is a further reminder that they can get valuable information (and good services) from your business. 

6. Search Engine Optimisation (SEO)

Optimising your website for search engines will raise you up the search engine results, maximising the chances of people seeing your site again, getting them back to you and buying. Tools such as Yoast will help you get the on-site SEO right, ensuring you have: 

  • Good meta descriptions that tell people what they will find on your page. 
  • Catchy SEO titles to grab peoples’ attention as they scroll looking for answers to their search query. 
  • Internal and outbound links that guide people around your site and to places they can find good supporting information.  
  • That word counts are sufficient to give readers a good idea of what your business is about. 
  • And much more.

There are plenty of other tools on the market for SEO. We use SEMrush to further improve SEO performance for our clients’ websites because most of them are WordPress sites.  

7. Make a great first impression

Perhaps this should have been the first way, but hey ho… A great first impression will get people coming back for more. If they like what they see and read first time, chances are they will come back again, particularly if they ‘bump’ into your brand in other ways. 

To get people back to your website, your marketing needs to be consistent, and your brand needs to be seen regularly in separate locations online, and off.  

Of course, if you need some help with this, get in touch. You can call us on 020 8634 5911 or complete the form here and we’ll call you back. 

is my marketing working?

Is your marketing working?

By A Helping Hand, Marketing Performance, Measure

Marketing is a complex art at the best of times, and sometimes the means of measuring your marketing can end up muddying the water. There are a whole lot of calculations, metrics and analytics out there. In a department full of jargon, what’s the best way to see if your marketing is working? In this blog, we’ll walk you through the process of effectively gauging your marketing performance.
is my marketing working?

How can you measure your marketing?

Some of the most common ways of breaking down your marketing statistics into something more manageable is with simple figures, such as bounce rate, click-through rate, engagement, etc. No metric on its own can tell you all you need to know about your marketing performance, it depends on your goal. Let’s unpick some of these terms and what they can tell you about how well your marketing is working.

Bounce rate

Bounce rate is the percentage of people that leave your website after viewing the first page, rather than moving on to others. This might look like a useful barometer for how well your marketing is working. However, it’s not as simple as that. The bounce rate only represents movement, not time spent on each page. For example, if a suspect spends ten minutes on your homepage, reads your mission statement and calls you from the phone number provided, that would still count as a bounce. Despite the fact that your marketing has worked in that case. It’s useful in conjunction with other metrics, but be wary of using this figure alone to measure how well your marketing’s working.


Google Analytics, one of the best free tools for measuring your marketing, let’s you see visitor engagement. This tells us how long visitors have spent on your website and how many pages deep they went. This complements the bounce rate metric well and together they can give a rather good impression of how usable and engaging your website is. However, an engaging website alone won’t bring the clients in. You need to know that your website is attracting the right sort of visitors (those that have a need you can solve and the cash to pay for it), and that’s persuading these visitors to make contact.


The number of emails and phone calls you receive is another metric used to assess how well your marketing’s working. This is arguably better than the bounce rate or engagement, since it actually delivers potential clients to your inbox. But, once again, be careful what conclusions you draw from this metric. Your marketing may be very effective at drawing interest, but if that interest isn’t from people with the inclination and means to buy from you, it’s not the optimal use of your time. Ideally your marketing will attract genuine leads and prompt unsuitable clients to qualify themselves out. This way you can save time building relationships and writing offers for people with no intent to buy, leaving you free to spend more time developing your real prospects.

Conversion rate

Take a second and ask yourself; what’s the purpose of my marketing? Getting new clients, increasing revenue or any form of growing your business is probably the answer you have in mind. If there’s one metric you do need to remember, it would be the conversion rate. That is, the number of individuals that are converted from prospects into clients. The other metrics are useful at indicating how many prospects might turn into clients, but don’t forget that conversion rate is the real king of the KPIs.  Don’t get lost in metrics when the proof is in the pudding. If your conversion rate isn’t what you want it to be, diagnose the problem and fix it fast!

Shoring up your sales pipeline

Marketing is an investment intended to get results. You can make sure your marketing is working to increase your conversion rate by breaking it down into a sales pipeline. Every business should have a sales pipeline, but how many steps it includes is up to you. The way we usually look at it is like this:

  1. Suspects → Prospects
  2. Prospects → Qualifieds
  3. Qualifieds → Clients

You want a good conversion rate between each of these stages to be sure that you’re marketing is working effectively. Take the time to work out your conversion rate as a percentage and see which stage of the pipeline could be letting you down.

Where are you losing prospects?

If your business isn’t growing, it’s time to see where the leak is. Look at the conversion rate from one stage to the next to work out where your marketing could be letting you down and how to correct it.

sales pipeline

Before the pipeline

First off, you need a good stream of visitors coming to your website and social media profiles. If your enquiries, engagement and website traffic are low, it might be worth checking your SEO and branding. Make sure your website scores highly and that your branding is eye-catching enough to draw interest from potential clients. It might also be worth considering paid-SEO or advertising to boost your visibility amongst the your target audience.

Suspects into prospects

So, your website, socials and advertising are performing well. But are getting enough enquiries? If the conversion rate from suspect (potential client) and prospect (first contact) is lower than you would like, there are ways to change that. What on your website is stopping people from following up? Is contact information easy to find? Do you have multiple ways of being contacted? Is the call yo action convincing enough? If you’ve answered yes to these questions and the phone isn’t ringing, it might be time to take the initiative and approach your suspects first. Software like CANDDi can help you track visitor behaviour and see who’s likely to buy.

Prospects into qualified

This conversion, from the initial enquiry to a firm offer, is one of the most important in the pipeline. If you’re only qualifying a small percentage of prospects, it’s likely that your marketing needs to be tailored more towards your ideal client. You may be attracting a lot of attention, but if it’s not from people with the means and intent to buy, frankly, they’re not worth your time if it could be better spent developing relationships with real prospects.

Qualified into sales

Once a lead has been qualified, the responsibility for making the sale falls to your sales team. If your conversion rates between all the stages up to conversion are good, then your marketing is functioning as it should. If your business still isn’t growing, then maybe the problem lies elsewhere.

How can sales find out how they failed to sell?

The best solution is often the simplest: just ask. Prospects that don’t buy tend to fall into three categories:

  • Those that were won by the competition.
  • The ones that didn’t buy from anyone.
  • Those that shouldn’t have been qualified through your sales pipeline.

If you find that most of the clients you failed to win fall into the latter category, it might be worth reassessing your ideal client, or adjusting your marketing to appeal to the right kind of buyer, whilst simultaneously filtering out unsuitable leads.

The main thing to remember is that marketing’s purpose is to grow your business. So don’t bother improving engagement, bounce rate, or other metrics if your revenue isn’t rising. Follow the steps above, look into your pipeline and diagnose the problem. There are a number of different fixes available any weak points in your marketing plan.

If you would like help with the diagnostics, treatment and cure of your marketing ailments, why not contact us? Call us on 020 8634 5911 or click here.



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