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Do you take email with your coffee?

According to an AOL-sponsored survey conducted by Beta Research Corporation, almost 1 in 4 people check their email when they wake up in the morning. And nearly one-third of the respondents reported that they checked their email throughout the day, even at work.

In fact, more than 70% of the respondents stated that they checked personal email at work.

In June 2008, the Direct Marketing Association surveyed marketers to see which media they were using for their campaigns. When compared to 3 years ago, 75.8% of the respondents reported using more direct email for campaigns. This rate was higher than the use of online video campaigns and search engine marketing.

Since marketers are using email more than ever, and web users seem to be checking their email at various times through day and night, when is the best time to send your email campaigns?

To attain a better understanding of the Beta Research Corporation’s findings, take a look at this graph:

With the most common response, it would seem that timing is not important when launching an email. But this isn’t true.

As discussed before, the timing and frequency of your email campaigns are essential. Using online metrics to measure the rate of opens, clicks, etc., is the best way to gauge your audience’s preferences. You should select the weekday, hour, and recurrence of your email launches based on how well your recipients are responding.

Another key finding in the survey was that most respondents (almost 70%) reported having more than one email account. These email accounts probably serve distinct purposes, such as being a repository for newsletters or even spam. Keep this in mind when you send out your emails. They may appear in recipients’ inboxes alongside many other promotional messages. So how do you create a subject heading and a compelling offer to keep your mailing list interested?