Should You Send Those Sales Emails on the 4th of July?

First of all, Happy 4th of July. Although we have users using Tout all over the world, we are based in San Francisco, so we decided to take the day off and spend time with our families and friends and appreciate all that this country has to offer.

Nevertheless, for a small upstart like us, there's never enough downtime. So naturally, I woke up this morning and decided to check up on how our systems were performing and how the emails were being delivered.

The first thing I look at is our Tout Happiness Command Center. It aggregates all pertinent details about our business and puts the most important thing up-front — the number of emails being touted over the past 72 hours across our different integrations (which includes Gmail, Outlook, iOS, CRMs and our own web-based app).

Although we saw a bit of a spike early Wednesday morning (our customers outside of the United States ), you'll see that email creation dropped down to near weekend levels as the day progressed.

This got me thinking… 

Is the 4th of July pretty much a dead period of Sales Emails?

So, I decided to dig into the data. Writing emails was one thing, but with ToutApp, you're also able to see and track whether people are engaging with the emails you've sent (we track views and clicks in real time).

The first thing I looked into was the number of “Email Open” events we were detecting across our system and across all of our users. I first looked at Tuesday to see if people started to engage less with your emails when leading into a holiday

As the graph shows, No! People were opening just as many emails the day before 4th of July (by and large) as the past 16 or so Tuesdays before it.

Then, I decided to take a look at Wednesday. Since its still about Noon PST over here, I decided to compare to the past 16 or so Wednesdays but only looking at data for the number of hours that has passed into today.

Surprisingly enough, while there has been slightly less views today than previous Wednesdays, its not wildly off. More importantly, the engagement stats don't represent nearly as high of a drop off for the 4th of July holidays that the send stats do.

So, Are Sales People lazy? Are they missing out on an opportunity to get their message across during 4th of July?

Seeing that people were clearly viewing emails, it bugged me that our customers weren't logged into Tout and sending out emails to their prospects. Were our customers missing out on a great opportunity to get up top on the Inbox?

So I decided to take a closer look at the Email Send traffic going through Tout adjusted for user growth to get a relative measure:

Now if you've been paying attention, you'll know why I got confused here. It looked like very few people were logged in, but we were infact sending a ton of emails out! So then, I ran one more query — which made me one incredibly proud Founder:

Turns out, both were correct.There were very few people “actually working on Tout” but a significant number of our customers were smart enough to make sure Tout continued to work for them even though they were out of the office. Tout customers went in and scheduled a number of emails to be sent throughout 4th of July.

So there you have your answer, you should send sales emails during 4th of July — here are the conclusions:

  1. While people may be at barbecues, fireworks, etc at 4th of July, righ talong with posting their Twitter and Facebook updates, they are continually engaging with their Inbox.
  2. 4th of July is still a great time to continue to move your sales process forward. You may not close deals, but you can most certainly make first contact, grow awareness or move forward in the process.
  3. And lastly, you yourself don't have to be stuck in the office to keep things moving forward. Put automation into place, schedule your emails with Tout.

Are you using ToutApp for your sales, business development and business emails yet?