Those of you who received last week's newsletter may recall my parting thoughts about whether I was nuts to send out a broadcast email after 1pm EDT on a sunny summer Friday. I said I'd let you know how it worked.
Here are the results:
Previous Thursday newsletters: 56.5% 47.4%
Last week's, sent Friday ~1PM: 60.2% 33.0%
Granted, this is a sample of one email. But the reason I decided to send it on a steamy Friday was that my gut said many readers were looking to do anything other than actual work on such a nice day. So I tried it.
Seems I might have been right on that point. But your attention spans weren't up to the task. Lot of great content in that newsletter that you didn't see - clickthroughs sunk 30% below normal.
Potential lesson: If you've got an urgent message to broadcast and you don't want to wait until Monday afternoon to send it, go ahead and send it on Friday. But keep it short and simple.
Again, unscientific, but I don't think you should fear Fridays as much as you've been told to.