When it comes to press release distribution, one of the most often questions we hear is, “What is the ideal time and day to send a press release?” The answer to this question depends on several variables, some of which we’ve already discussed.
So, if you want a fast response before we go into the specifics:
What Is the Best Day to Send a Press Release?
Tuesday, Wednesday, or Thursday are ideal for delivering a news release.
A press release should be sent between the start of the workday and the early afternoon in the recipient’s time zone to maximize its impact.
Some Common Mistakes to Avoid When Sending a Press Release
We have found that the optimal day and timing for a press release are not the only critical considerations. It’s essential to remember that cultural variables, the media outlets’ familiarity with your business, the release’s newsworthiness, and your connections to influential journalists may all have a significant impact.
A news release is most effective between the start of the workday and the early afternoon on a Tuesday, Wednesday, or Thursday. Sending your release within the early part of the week is preferable. It’s important to remember the cardinal sin in public relations: never distributing materials on a Friday.
It’s best to make a plan. Most media outlets won’t distribute a press release at the last minute. Before the public announcement deadline, put out a press release.
Make sure it’s not a holiday or weekend for the receiver before sending, and keep an eye out for any extra days off. If Tuesday is a holiday, then the next business day that is not a holiday is a better option for sending your press release.
Sending a press release that early in the morning is another bad idea. Media outlets have a lot of emails waiting for them when they get to the office, so sending your pitch first thing in the morning is ideal.
Keep in mind the rules that apply to your specific field. For instance, financial announcements must be made before or after the markets open. In contrast, political press releases must be made either before or after election days, etc., in most nations.
Proper timing is essential. Always think about how the market is doing and what other outlets could cover the story before releasing a press release. Sending your press releases for an initial coin offering (ICO) on days with large price swings or other breaking news, for instance, is a challenging strategy for getting your story noticed by the media coverage. A press release should be sent out at the peak of its newsworthiness.
Remember that there will be time zone, holidays, and cultural variances. In Saudi Arabia, for instance, the week is Sunday through Thursday, with Friday and Saturday designated days off.
The Lessons We’ve Learned From Analyzing Email Marketing Campaigns
Be sure your emails can be received at their intended addresses. Your email recipients’ inboxes must receive your predetermined delivery-timed emails.
Email delivery benchmark data from Freshmail indicates that, across industries, a press release’s average open rate should be between 18% and 30%. You should reconsider your strategy if your open rates are much lower than you had hoped. Two of the most important considerations are the release’s newsworthiness and the journalist’s familiarity with your field.
Press release email open rates will change during the day. The average email open rate is over 25% on Thursdays, with the percentage dropping to around 2% during the weekend. Our advice is to play with different values until you discover what works best for you, but keep in mind that this is simply a starting point based on worldwide averages across sectors.
Perhaps the most important aspect of sending emails is the subject line. Three-fifths of recipients read emails based on the subject line, and over seventy percent mark emails as spam if they don’t fit a particular template. To be sure that your subject lines are effective, it’s best to do split testing.
