Recently, we’ve been getting into the not-so-great habit of adding new blog posts later in the week, and in some cases, waiting until Thursday night or Friday morning rolls around to promote new content (oops!). While Fridays probably aren’t the best days for blogging, we think we can make a pretty compelling case for why they are more valuable than Mondays for sales development reps (SDRs).
People are less busy on Fridays
Sales development is pretty ironic in that SDRs have the opportunity to be most productive when their prospects are least productive. There are tons of studies and reports that validate the idea that reps should reach out at non-peak times (early mornings, evenings, weekends) to get more opens and replies, so why are the majority of outbound activities still scheduled for Monday and Tuesday mornings?
Say you want to schedule a quick, 15-minute conversation with your own VP of sales. Would you ask him to chat at 10am on a Monday morning or would you stick around after work on a Thursday or Friday in hopes of catching him before he takes off? The reality is that no executive is going to carve out a section of their day for “sales email catch up”, so delivering your message at the time of least resistance will dramatically increase your chances of being seen.
Use Fridays to jumpstart your weekend outreach
The concept of reaching out to prospects over the weekend may be somewhat controversial, but it’s certainly effective. According to a Yesware study that analyzed over 500,000 emails in Q1 2014, reply rates are over 6% higher on weekends than on weekdays.
Tip: Try using your Fridays to source new leads and write personalized outreach messages to be sent on Sunday rather than Monday. According to the data, you should see a higher reply rate.
Friday reply rates are similar to or higher than Monday
To dive a bit deeper into this whole “Friday vs Monday” shindig, we decided to pull our own email data from the last three months. Granted, the sample size is not quite as large as that of Yesware, but with over 6,000 emails sent on either a Monday or Friday from March-May, we believe the sample size is large enough to be substantial.
The above screenshot gives an aggregate view of every sales email that was delivered between March 1st and May 21st, 2015 via our outbound tool, Outreach. Out of the 14,892 emails that were delivered, 4,949 were sent on a Monday and 1,684 were sent on a Friday. When we summed up the total deliveries and replies, we found that emails sent on Mondays have a 7.4% reply rate, while emails sent on Fridays are at 9.6%. Now interestingly enough, neither of these days were on par with our average reply rate of 10%.
Time to reflect.
Like most SDR teams, we tend to be more productive when our prospects are also more productive. This is a pretty tough trend to reverse as it’s difficult to come in early, stay late and work weekends. We will, however, use this intel to do a bit more outreach on Fridays and save some of the heavy lifting for Tuesday through Thursday — the days in which we’ve had the most success.
About the Author
Sam is the director of marketing at Datanyze. He's a big John Hughes fan who occasionally fills the DZ office with the sweet sweet sounds of 90s rock giant, Creed.Follow on Twitter More Content by Sam Laber