Best Practices: When and How Often Should I Send an Email Roundup?

In this series, we’ll highlight the common queries we receive from Vestorly users and our recommendations for best practices. 

It’s important to optimize your email send time, since it has a large impact on the amount of opens, reads, and clicks. In fact, 23% of emails are opened in the first hour after sending. Of course, many factors contribute, like subject, audience, topic, and your readers’ lifestyle and habits.

In general though, when it comes to timing, follow these guidelines for highest open rates:

  • Tuesday, Wednesday, or Thursday
  • 9-11am or 1-3pm local time

Again, this recommendation is subject to many factors, but is the overall trend we’ve seen in successful Email Roundup performance. If you have additional information about your audience and know they prefer to be emailed at another time, then go ahead!

We can be a bit more decisive with the answer to “how often?” There’s a reason we set automated emails to go weekly; a weekly email to your audience has multiple benefits:

  • Establishes a more regular touch point to keep you top of mind
  • Casts you as a reliable source of frequent information
  • Encourages more interaction and sharing, so you grow your audience and learn more about it

Many advisors rely on the Automated Email Roundup tool to make weekly emails a cinch, while others choose to send Manual Email Roundups on a biweekly or monthly basis. In the latter example, add a recurring event to your calendar so that you remember to set 20 minutes aside to choose content and schedule your email regularly.

Bottom Line: Weekly emails, sent mid-week and mid-day see the best results. When setting your own calendar though, consider your audience, schedule, and goals.

Most importantly: be regular, consistent, frequent, and reliable in your email strategy.

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