Why click rates are so high this week (and why pastors read email on Sunday)


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If you’re in B2B and selling to mid-level to senior decision-makers, you’re probably not going to close a lot of deals this week. But that doesn’t mean you can’t get traction in other ways.

Your buyers may be out of the office but they’re likely still checking email. With the right message and offer, they may have a little more time to read, to consider, to click through to something compelling and not too intense of a topic. Ever been to a family gathering and looked forward to a quick work distraction? Exactly.

Most marketers avoid campaigns this week. And I’m certainly not advocating a series of emails to be scheduled for first-thing Christmas morning. But today? Thursday?

Years ago I worked on the marketing strategy for a church management software product. Our primary target was the Executive Pastor at larger churches, a role that in effect was the COO of the church. I distinctly remember doing a test on a campaign where the message and offer were the same, but we split the list into seven groups and sent the same message at the same time every day for a week, including the weekends.

Guess which day achieved the highest clickthrough and conversion rate. Sunday.

We had previously assumed that this was the absolute worst day to email pastors. They’re busy, it’s the one day their “customers” are all in the building, etc. But it turned out that most pastors treat Sunday like a work day. They get in early, stay late. They have plenty of time without parishioners to get work done. And read our emails.

The rules are rarely black and white. You’re not going to triple your conversion rates this week. But if you ignore the week entirely, you’re missing a big opportunity.

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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