There are many factors that can decide the effectiveness of your media coverage and when it comes to press release distribution one of the most frequent questions we get is when is the best day and time to send it out.
In our experience day and time are important factors to its success and below we list some of the common pitfalls you should try to avoid. At the same time, factors such as the affinity of the journalist to your industry, the newsworthiness of the release and your relationship with key journalists can make a huge difference and should not be overlooked.
When is the best day and time to send out a press release and 4 common pitfalls
- First common pitfall, never send a press release on a Friday. Most appropriate days and times are Monday to Thursday between the beginning of the work day and early afternoon. If possible try sending it at the first half of the week.
- Second, don't send a press release on a holiday and keep an eye open for extended weekends etc. For example, if Tuesday is a public holiday, it's safer to send the press release on a Wednesday instead of Monday.
- Be mindful of industry regulation. As an example, in most countries financial releases need to be done before the markets open or after they close, and political releases before or after election days etc.
- Timing matters. Always consider the overall market sentiment and news industry coverage. As an example if you're sending out a press release for an ICO during days with big price movements or other major news, it will be difficult to make headlines. Always send out your press release when it's most newsworthy.
- Be aware of timezone diferrences, regional holidays and local customs. For example, in Saudi Arabia the work week begins on Sunday and ends on Thursday, with Fridays and Saturdays being the official days of rest.
What have we learned from email campaign data
- According to email delivery benchmark data from Freshmail, an average open rate should be somewhere in the 18% - 30% range, depending on the industry. If you find your open rates significantly lower you need to rethink your approach. Very often the newsworthiness of the release and affinity of the journalist to your industry are the most important factors.
- Email open rates will vary by day. Thursdays have the biggest open rates, approximately 25%, and as expected in the weekends email open rates hover just above 2%. This is just a refference based on global averages actoss industries, so we'd recommend experimenting a bit until you find your sweet spot.
- Email subject lines are perhaps the single most important factor. According to the data, 35% of people open email based solely on the subject line and 69% of people report email as SPAM based on the subject line alone. Ideally you'd want to A/B test them until you know that key journalists do not skip them and consider them to be must-open.