What's in a 'Tuesday' rule?

Tuesday was thought a preferable day with more than one-quarter of email messages being distributed that day — slightly edging out Wednesday in popularity.

Wednesday became the most popular day for messages to be opened and read, as well as the day with the highest click-through rate. But, have things changed? Does the Tuesday Rule still apply? Are there exceptions to this rule?

Ultimately, the proposition (e.g. communication, product, service, competition etc.,) and above all the target audience will determine how an email newsletter and email marketing campaign is put together, and then it is delivered. A great deal of email noise is made with the volume and kind of email being sent. There is an unbelievable amount of Spam being delivered, so what communications that are sent need to be correct the first time, every time.

In essence, the rule no longer really applies as email use and open rates have matured and certain propositions will work better based on audience reaction and action - how they embrace and engage with email - and when.

A more prudent approach would to be establishing consistency with audiences, and be conscious when communications are delivered. Do the science, statistic and analysis, but also listen to your gut feelings. For example, Friday Fun day with an email for the weekend - you know the audience anticipates an email for that day, so the rule clearly does not apply.

As always, marketers need to be vigilant and check and test their campaigns from creation through to fruition, ensuring that they are constantly learning from the experience.

HTML emails are more creative, entertaining and can present marketers with more options to communicate key messages. However, they are more likely to be blocked by firewalls, anti-Spam and/or anti-virus software. Although HTML emails can offer more accurate information because what this technology allows marketers to do (data on open rates, advertising being served in them and their click-through rates etc.), they are not liked, or received well by everyone. Some marketers, governed by their audiences prefer "to keep it simple" and receive plain text emails.

Oddly enough, groups like these tend to be journalists or technical professionals that don't want to wait for their emails to download, be restricted in viewing them when they are offline, or be exposed to what could be carried by them. However, if you are providing your clients or customers with options with which format they wish to receive emails, and you are monitoring their performance, you can avoid alienating your user-base and ensure that your emails are delivered as intended, and read.

The best course of action to ascertain this is to constantly monitor and appraise how recipients wish to receive your emails, always test the emails before your send them out, keep a consistent check on how they are delivered and how they react with emerging technologies and of course culture. Also keep a check that any code isn't being exposed that may be used to feedback the statistics on your emails served.

Perhaps the new Tuesday rule is to make your own rule that sometimes there aren't any rules.