Making the Most of Your Business Centers’ Digital Marketing: Part 2

Email communication
Email communication

In part one of this series, we answered the question: What’s the best day of the week to run your business center’s campaign?

The results, which were based on a report from Yesmail that explored how to drive multi-channel success, were surprising.

In part two, we dive in a little deeper to answer the question: What is the best time of day to run your campaign? According to Yesmail’s report, there is a discrepancy between the timeslot when campaigns achieved the most engagement and when retail brands deploy their campaigns. Consider the findings:

  • Facebook campaigns reached the highest level of interaction between 10 p.m. and 12 a.m. EST, yet this timeslot was the least utilized by marketers. Instead, the most popular time to deploy campaigns was 11a.m. to 1p.m. EST.
  • More than 84 percent of Twitter campaigns occurred within regular work hours of 9 a.m. to 7 p.m. EST, even though 5 a.m. to 8 a.m. EST is the timeframe with the highest level of customer engagement.
  • Marketers ignore more than half of the day when it comes to running YouTube campaigns.
  • A mere 3 percent of e-mails are sent after 6 p.m. EST, yet it is a fairly consistently utilized timeslot for social campaigns.

What can your business center learn from these stats? Well, start by reviewing your current social media strategy. It’s very easy to post status updates during business hours, but you can use tools like HootSuite or Gremln to schedule your posts for specific times. The same holds true for e-mail marketing campaigns. You can do the entry work now and schedule to post at optimal times.

In part three of this series, we’ll take a look at how e-mail and social media campaigns can work hand in hand to drive maximum results for your business center.

Here’s the link to part one, in case you missed it:

Making the Most of Your Business Center’s Digital Marketing: Part 1

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