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Re-think which days to roll out. (E-mail Marketing).

Jay Schwedelson, CEO of Worldata marketing firm, made an interesting point at the recent NEPA conference. He said that marketers like himself were responsible for e-mailers avoiding Mondays and Fridays for their mailings.

"We trained everyone to avoid those days," he said, because Monday mailboxes were supposedly full of weekend spam.

Plus, those returning to their desks Monday morning had better things to do than sort through their e-mail looking for something of interest to them.

Similarly, on Fridays--especially Friday afternoons--office workers were either wrapping up the week or looking out the window with the weekend on their minds.

Schwedelson observed that now may be a good time to test those very days. "And send your mailing during normal business hours," he said, "because spam is typically sent between 6:00 p.m. and 9:00 a.m.

"It's not to your benefit to be lumped in with other high-volume mailings."

Probably the best times to conduct those tests would be Monday afternoons and late Friday mornings.

* Another quick tip from Jay Schwedelson:

When renting e-mail lists, pay only for those received by the recipients--not those transmitted. Undelivered e-mails are becoming a growing problem, he said.

Worldata, 3000 N. Military Trail, Boca Raton, FL 33431, 561-393-8200, fax 56l-368-8345, www.worldata.com, roy@worldata.com
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Publication:The Newsletter on Newsletters
Date:Jun 15, 2003
Words:214
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