I have been in marketing longer than I care to remember. I actually started out building my first mailing list in high school — that was back in the day when you would still do everything manually and using paper mail. printing or, in my case, photocopying flyers and leaflets in order to reach people and make them interested in your offers so they would join your list. Just after that, I continued during my freshman year in college. Both marketing projects were around real-estate investing and finance.
A little later, things started to be moving toward electronic communications. At first, BBS (or bulletin-board system) posts and messages transmitted through GeoNet and FidoNet nodes, and then through UseNet newsgroups where you could post messages and (carefully) promote offers without inducing too much flaming (hate emails from people who thought computer networks were merely for leisure and rigorous academic endeavor). I was able to find a few dozen appropriate newgroups where it was appropriate to market one’s products and services. During that time, I also learned what actually was the precursor of using proper meta tags: using a good subject line for these posts, so people would see at a glance what my post was about and what I would offer them. I successfully attracted a few hundred clients this way and ran a Forex trading and quotes premium service they subscribed to. Not only promoting but also operating this particular service on my own, I also gained valuable insights into timing your communications and many other aspects that would come in handy over the following years. I was sending out fax broadcasts of my Forex newsletters, mostly to clients based in and around New York and along the Eastern U. S. and Canada. To do so, it was necessary to prepare and edit my newsletters early in the morning of each trading day, so they would be faxed out and reach the fax machines of my readers between 6:30 am and 7:30 Mondays through Fridays. To make this happen, I already owned a piece of software that allowed me to schedule my fax transmissions accordingly, but I still had to write the actual newsletters or chart analysis updates with the current day’s trading and price activity reflected in them. So timing was essential for my Forex charting and analyzing service, and I needed to keep up with development in the financial markets early in the morning.
Now, I wasn’t really getting up at 4:30 in the morning or getting up at night in order to check early trading in East Asian or European Forex markets but, as I happened to be studying in Austria and living in the UK and Ireland for a few years, I was able to take advantage of these time zones to be ahead of the game in the American markets the “natural” way. This is a lesson that is still applicable in the day and age of automated sending platforms, bots, and similar kinds of solutions because you still have to check on your Ads campaigns or tweak the Ads Account limits every now and then. This is still best done in the very early morning hours Eastern Time as “being ahead of the game” from your main audience’s point of view — which in my case continues to be Canadian and U. S. subscribers — always comes in very handy. The same goes for updating campaign emails or releasing new ones, for which European time zones continue to be the best ones, if you’re targeting American readers and website visitors!
The first lesson here is that despite automation, location still matters. The second one is, release time continues to be an essential aspect of your marketing effort for most audiences and market niches, and that it is most effective to use mid-afternoon release scheduling for most types advertising messages when it comes to optimizing open-rates, click-throughs on your links, and overall engagement numbers.