7 Ways to Leverage E-Mail as a Real-Time Marketing Tool

3. There’s no optimal time or day to send an e-mail. “It’s absolutely impossible to find the best day to send an e-mail … because there is none,” Stewart said in a response to a question from the audience. “It varies all over the board.”

4. Use a sliding scale for contact frequency with e-mail. For customers who have been unengaged (not clicking through) for more than three months, Stewart suggested sending them e-mails to confirm that they’re still interested in hearing from you. This can work in the other direction, as well, he added. If you’ve reduced the contact frequency for some customers but notice their increased activity, look for the opportunity to bump up your frequency.