• by Wayne Friedman , Staff Writer, December 8, 2010

For many of email marketers it's all about a specific intense ten-minute period in the day. But should there be more planning -- especially when it comes to relevant emails?

Emailing company HauteLook typically sends out 1.5 million emails in a ten minute period -- 7:50 am to 8 am PT -- perhaps one of the key email time periods of the day.

"Our number one goal is getting those emails delivered to the inbox," says Hayley Osher, director of member engagement of HauteLook, who has a lot of retailing apparel clients. "Many members tell me it's the best 10 minutes of day."

HauteLook can test anywhere from 60 different sales events. Osher says the company can send out seven different versions of an event day.

Every email can typically rush the market in the morning. But some should look long-term. For Kara Trivunovic, senior director of strategic services for StrongMail, says this is her biggest challenge. "It's about planning. Very few marketers look at this as a holistic marketing effort." She says email relevance is about taking the time to plan.