-Never send out anÂ offer in the second week of the month. ThisÂ theory is based on what happens in the UK, but has relevance inÂ the US.
In the UK, where people generally get paid once a month, their checks come aroundÂ the 25th. And so over the next 15 days, they feel flush.
But by the second week of the followingÂ month, they begin to yearn for the next check, and their impulse to buy goes down.Â Â
Extrapolation for the US, where people generally get paidÂ twice and aroundÂ theÂ First and 15th of the month: Send emails on the payday weeks, but hold back on the weeks after.
-Sending messages in months with five weeks work best, Quist says. This is largely a UK-based conclusion: In five-week months, people get paid twice instead of once. So the two checks give people more confidence and willingness toÂ spend.
Overall, Quist said about send timing, "The week of the month is probably more important than the day of the week."
But Quist is an evangelist for testing and suggests that marketers experiment with, and then monitor, which weeks of a month produce the best conversion rates for them.Â Â