Why You Shouldn't Stop Marketing on Weekends | Bathroom Break #64 🚽

0:01Welcome to a new special series called The Bathroom Break. That extra 10 minutes, you either have to listen to marketing tips or use the bathroom or both. But I don't recommend both, but that's your choice. This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwetelson, from the Do This Not That podcast and SubjectLine.com. Each episode in the series, we are going to go over quick tips about different marketing topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out. Bathroom break time is here.

0:35This is Jay Schwettlson from Do This Not That Podcast. I'm here with Daniel Murray, the marketing millennial himself. And today we're going to be talking about, should you be doing your marketing on the weekends? If you're a business brand, a consumer brand, is it good or bad? But before we do that, I got a question, Dane. Do you set an alarm to wake up in the morning? And are you a snoozer? Are you one of these people that hits your snooze button like five times, drive yourself bananas because i think that's one of the stupidest things in the world which is which part of that snoozing the snoozing part i won't lie if i ever never hit the snooze button but i do i do have a wake up actually me and ari wake up at the same time so she sets the alarm i do not set the alarm sometimes she gets scared that i don't set that alarm too but she sets alarm and we wake up at the same time so yeah but you i apparently i know what you do i actually don't need an alarm which is such i'm trying that's like a flex like you're cool that you don't need one i get up somewhere around 5 45 every single day without an alarm i whoa that's a flag i know right i wish i could sleep later i just can't well we don't know what your bedtime no i go to sleep very early i go to sleep i don't really see past 10 o 'clock much i'm such a that's why i live in boca i eat dinner like four o 'clock i'm an embarrassment i just had all this stuff i'm like that sounds embarrassing it really does uh even on the weekends speaking of weekends let's jump right into it.

1:57So there is a lot of new data that is showing that marketing on the weekends is crushing it. And if you're listening out there, you're like, wait a minute, you need to have a work-life balance. And at 5 p.m. on Friday, you should shut it off and you don't think about working until Monday. If you got that going on, I salute you. I high five you. I celebrate you. I do not. Okay. There is, I have a, I don't know. I don't have a work-life balance. I straight up don't. I was going to tell you that I do. I don't. So I don't, which is very unhealthy. But what do you think, Daniel, about all this and marketing on the weekends and whatever?

2:30Let's go to the B2B side first. I think one, because people have the mentality that people aren't doing things on the weekend. I think you have less competition on the weekend now. So you have more space to get attention. Two, I think people are doing more leisurely scrolling on the weekends when it's during the week it's more like in between things busy but on the weekends they have more time to scroll on their phone and do things and i also think they have more time to read longer form pieces of content because on the weekend they can have more time to relax i think for even one thing i would do is like if you're fishing in a pond that's less competitive go to the less competitive side so and also i truly believe marketing should always be always on I think no matter what the day, your ad should run on the weekend.

3:18Some emails should go out on the weekend. They should never be just like, I shut off ONI marketing through 9 to 5, Monday through Friday. Yeah, and I'll throw out some stats that are kind of wild. So Media Post came out with some data that showed on the business side, for example, that web traffic to business websites from director level and above contacts, like directors, CMOs, VPs, whatever, regardless of industry, is up over 30 % year over year because everybody is checking their stuff. And here's the thing, email marketing, let's talk about that for a second. Whether you're a consumer or business marketer, email sending volumes is dramatically lower on the weekends, dramatically lower, which gives you more of an opportunity to stand out.

4:03But the mistake that marketers make is they go, oh, I sent this out on a Sunday. It didn't do as well as when I sent it out on a Wednesday. day. That is ridiculous. You want to have benchmarks for your weekend sends. You want to benchmarks for your weekday sends. They're two very different things. And you're reaching people in a different mindset. I mean, to your point, Daniel, long form content, newsletters on the consumer side, newsletters on the business side, people have time. They're not getting slacks or teams messages or whatever. This is a time to build up your raving fans. A hundred percent.

4:34And I also think that when coming on the weekends, like one thing I do, like I send my newsletter, one of my newsletter, I'll give you a stat, like, and we have marketers on our list. I get 10 to 20 % higher open rates when I send on a Sunday night because I know I'm going to be first in the inbox Monday morning. I was going to add one thing because I just remembered is that what I used to do is I used to like have calendar system and your like form. So when you are on the weekends, you can set your calendar to be like book meetings on the weekend. And like you said, there's more high intent browsing on the weekend.

5:12So if someone's in doing the time to browse on that weekend and they click, oh, I want the software and have a way to like book a meeting on Monday and Tuesday. That's a great way to do that. But if you have an autoresponder that says we'll get to you in five minutes and you're not getting them in five minutes, that's the problem. Yeah. And the other thing is don't use your same send times that you do during the week. If you have consumer offers, they go out, you know, at 10 a.m., whatever. You really need to test into your send times because you have to test into the way that people's minds are working, especially on the business side as well.

5:44Because, you know, 10 a.m. on a Saturday, that's kind of annoying to see business emails because you're like, I just about to get my weekend going. Whereas, you know, 6 or 7 p.m. on a Sunday, you're like, OK, what do I got going on tomorrow? I want to get my work brain going just a little bit. So send times is something that you really have to be thinking about a little differently. But in general, if you think that weekends are not when you should be sending out your promotional offers, trying to get people to go to a webinar or a product discount or whatever, you're sleeping on crazy, valuable inventory.

6:14And I'll add one thing like we talked about you talk about open rates and it's different from weekdays and weekends. But open rate doesn't necessarily mean that people saw your email. It means they open your email. So if someone is more high attendance, lower open rate, you might be getting a higher intent open on the on those things. And people will remember that offer more than someone is going. So when people think of like that high end metric of open rate and they don't think about like as people are people in this email doing things and reading things like a read email is more important than an open and unread email.

6:56So it's like you got to compare and that's why you should go beyond that open rate, open rate KPI. A hundred percent. So let's go back to the beginning part. So when you first wake up, I'll tell you the cheesiest thing I do every day when I first wake up and you're going to make fun of me and you should. But so when I first wake up, I think I heard this on Huberman or I don't know which podcast, whatever. But I go and I look for sunlight out my window and I stare into the sun for like I try to do it for two minutes straight to get whatever the crap is that's in your brain that you're supposed to activate.

7:27And I don't do I don't look at my phone. I just go like this out my idiot. Do you do anything like that? Well, I brush my teeth. But I do try at least in the first 30 minutes. I have a coffee shop. It's like a.4 mile walk. So I'll go outside to just get outside, get fresh air, go to the coffee shop. And I do it. People say, like, save money for the coffee. It's not about, like, I do it for the routine more than the, like, the coffee itself. So I'll go get my fresh air in the morning and come back with the coffee. So I do that every single morning. That's good, because you're basically getting sunlight also.

8:02So you're doing, like, both. Yeah, but I don't get it in the first, like, 10 minutes. I open the fire. I do. I do. That's what I do. It's so weird. All right. Well, this podcast is also weird. Listen, hook Daniel up with a review for the marketing millennials. Tell him how awesome he is. DM him on LinkedIn. He loves getting DMs. And if you share this on Instagram, okay, if you share anything about this on Instagram and you tag me, which is at Jay Schwetelson, or you tag at the marketing millennials, we're going to put this in our story. So you'll get some circulation. We'll get some love. It'll be amazing.

8:32We'll see you at the next one. Later. Daniel, come on, man. I got to get back to work. Get out of there. While he's still in there, this is Jay. Check out my podcast, Do This, Not That, for marketers. Each week, we share really quick tips on stuff that can improve your marketing. And I hope you give it a try. Oh, here's Daniel. He's finally out. Back from my bathroom break. This is Daniel. Go follow the Mark and Millie podcast, but also tune into this series. It's once a week, the bathroom break. We talk about marketing tips that we just spew out. And it could be anything from email, subject line, to any marketing tips in the world.

9:08We'll talk about it. Just give us a shout on LinkedIn and tell us what you want to hear. Peace out. Later.