We all know there are seven days in a week, but which day(s) work best for direct mail? We explore this topic throughout this article and demystify the notion that every day is born equal.
The Difference Between Date Sent and Date ReceivedIt’s obvious when you think about it, but there’s a clear difference between the date sent and the date received for direct mail. Organisations need to plan their campaigns to arrive at the optimum date and agree with the service provider the lead-time for mail to arrive. Agreeing on the date and making it contractual is important, otherwise, it will be left to chance when mail actually arrives.
So Which Days of the Week Work Best?Conventional wisdom and research have shown the following summary for which days work best for direct mail to be received:
- Monday– Monday is generally the day when the most household post is received. Avoid the risk of your direct mail campaign having to fight for attention by finding another day for your direct mail campaign to be received.
- Tuesday, Wednesday, and Thursday– Delivery between Tuesday and Thursday is considered optimum. This is because recipients are well into the working week and likely to be going home that night. Nicely packaged attractive direct mail will be received well. These days are sufficiently far away from the weekend for households to be actively working and not in “weekend mode”.
- Friday/Saturday– It’s best to avoid Fridays and Saturdays as households will be in “weekend mode”. Many households will be away for the weekend and often just throw direct mail received straight into the bin.
- Sunday– Don’t even think about Sunday. Typically, households will resent receiving direct mail on this day, will be in weekend mode, and also, it’s more expensive to pay for direct mail to be delivered on this day.
Bank Holiday MailingsIt’s also worth mentioning that mailing on bank holidays is best avoided. Homeowners won’t be expecting mail and will probably resent receiving it. Ensure that bank holidays are factored in with mailing dates, as an expected Tuesday delivery date may move to a Wednesday due to a bank holiday.
Don’t Leave Sending Out to ChanceMany carriers will distribute bulk mail campaigns when it’s most convenient to them and not when it’s best for you. This could significantly reduce the impact of your direct mail campaign, so it’s always best to agree the day/dates your mail will be delivered.
It may also be worth asking carriers if different rates apply to different days of the week, so leave this to bakergoodchild and we can ask this on your behalf.
Don’t Forget it’s Not Just About the Day of the WeekGetting the day of the week right is important but there is way more science to direct mail than this! Read through our various blog posts and use a variety of techniques, for example:
- Personalisation including PURLs
- Adoption of innovative technology
- Use attractive brightly coloured envelopes (which are optimised) and internal content
- Don’t forget to get the best mailing rate possible
- Include images within your direct mail
Read our article about how to increase response rates for some further ideas on increasing the effectiveness of your direct mail campaigns.