Tips on optimizing airtime for cannabis industry email marketing

The day and time you send out your email marketing campaigns can have a significant impact on your open rates, click-through rates, and results. However, there is no specific magical day of the week or time of day (or night) that is guaranteed to give you the best possible results. Even research studies that claim to have found the perfect day and time to send out email marketing campaigns are misleading.

Let’s take a closer look at what you should believe, what you shouldn’t believe, and how to use Send Time Optimization instead of a magic day and time to improve your email marketing results.

What the research says

You know all those research reports that say thousands or millions of email marketing messages have been analyzed to determine the best sending times and days? Use them as guidelines, not rules.

Here’s why.

These research studies do not take into account the fact that the results are directly linked to when the messages included in the analysis were sent. And guess what? Most email marketing messages are sent on weekdays (when marketers are working).

Can you guess what happens next?

The best sending days and times are within 24 hours of sending these messages, as the vast majority of messages are opened within the first 24 hours of receipt. The closer the time of receipt gets, the more a message will be opened. It’s like a big wave that dies away very quickly.

So if most of the messages in a research report were sent between Monday and Thursday, imagine what the results will tell you – the best days to send are probably Tuesday, Wednesday and Thursday. The same applies to the best shipping time.

Let’s take a look at some research studies that tell us when are the best days and times to send email marketing messages to get the best results.

From a study by Hubspot, here is the breakdown of the best days for sending email marketing messages according to survey respondents (US marketers):

• Monday is best: 22.6%
• Tuesday is best: 24.9%
• Wednesday is best: 21.3%

That’s a pretty even split across three different days with no definite “best” day.

And here’s what Hubspot’s study found when US marketers were asked what the best time of day to send is to get the most engagement:

• 9am to 12pm is best: 34.9%
• 12pm to 3pm is best: 27.6%

Nothing groundbreaking – if you’re broadcasting during the six hours between 9am and 12pm you should be good to go, right?

Not so fast.

Research from MailMunch says that The best shipping days are Tuesday, Wednesday and Thursday, and the day you choose depends on your goals. Want consistency, send on Wednesday. Want the highest open rate? Tuesday is broadcast day. Can’t broadcast on Tuesday? Choose Thursday as this is the second best day to send.

What about airtime? According to research by MailMunch, the The best time to broadcast is between 9:00 and 10:00 a.m, and the worst time to send is between 2:00 p.m. and 3:00 p.m. A better airtime is between 7:00 p.m. and 10:00 p.m.

Wait a minute! This advice is contradictory. One study shows a specific day and time, and another study shows something else.

No problem. Let’s take a look at another study for more information.

According to research by MooSend, the best day to send email marketing messages is to get the best open rates Thursdayand the The best viewing time is between 8:00 a.m. and 9:00 p.m.

Have you ever thrown your hands up in frustration? What do you do with all this conflicting information?

I recommend two things:

1. Use common sense

Who are you sending to? What is your life/day like? When are they most likely to check the email inbox you’re sending to for the type of information you’re trying to send?

For example, if you’re sending B2B campaigns, it makes sense to deliver them when the recipients are working. Sending over the weekend just doesn’t make sense. Consider your recipient audience and broadcast when is best for them, not just when it’s convenient for you. This is definitely something you can test to find the best day and time for your specific audience.

2. Use airtime optimization

If your email marketing platform provides this (like the Cannabiz Media License Database does), use send time optimization based on artificial intelligence and machine learning to deliver your email marketing messages to each recipient at the time send who they are most likely to open up to prior engagement based on their past behavior. This is the best way if you can.

Solve the problem with airtime optimization

‍Every business, audience, and email campaign is different, so you cannot rely on third-party studies to determine the best day or time to send your email messages to your audience. Instead, you need to focus on the performance of your own past news and past news broadcast to your audience by peers in your industry‍

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 how you send your messages, as well as customize and personalize the content of your messages . Luckily, you can do just that when you send email marketing campaigns with the Cannabiz Media License Database.

The Cannabiz Media License Database Send Time Optimization tool uses artificial intelligence and machine learning to automatically deliver your campaign to each recipient at the time they are most likely to open and engage with it. This airtime is based on their previous engagement, not just with your email messages, but with every email marketing campaign they have received from all Cannabiz Media License Database subscribers.

This is a great advantage for you, as the license database uses a large amount of data to optimize sending times for each recipient. If you send with the Send Time Optimization tool, your results should improve significantly.

Before sending your email campaign, you can choose to send your message to each recipient at the time most convenient to them, between a delivery date of your choosing and up to three days later (see image below).

That means if you send your message on the 1st of the month at 10:00 AM, you can set the Send Time Optimization tool to automatically send your message to everyone on your email account at the perfect time between 10:00 AM. List sends 1st and 10:00 am on the 2nd (1 day span), 1st 10:00 am and 3rd 10:00 am (2 day span) or 10:00 am on the 1st and 10th: 12:00 am on the 4th (duration of 3 days).

For example, consider time zones as one reason why send time optimization can have such a big impact on your email marketing results. Not all of your email recipients are always in the same time zone, so best send time can vary wildly depending on who you’re sending a message to and where they’re located.

Fortunately, if 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 to optimize performance (unless you have unique things to people in different times say zones). By using the Send Time Optimization feature instead, you can rest assured that your message will land in each recipient’s inbox at the best possible time for the highest engagement and results.

Key takeaways on email marketing send time optimization for the cannabis industry

Even the best email marketing message doesn’t work well if people don’t see it, which is why optimizing send time is so important. For marketers trying to reach cannabis and hemp license holders using email marketing, the Cannabiz Media License Database makes it easy to craft great news and get it to the right one using artificial intelligence, machine learning, and powerful technology Time to send to the right people Airtime optimization tool.

To see the Cannabiz Media License Database in action, Arrange 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.