Guess what – it works! The fact is, with a massive increase in mobile email and better spam filtering, many top executives prepare for their Monday morning on Sunday evening. Interestingly, emails sent on a Sunday evening can get much more attention than they would during the week.

Business-to-business communication has often been rumoured to work best sent sometime between Wednesday morning and Thursday afternoon, which isn’t necessarily the best time to catch the attention of a top performer within a business. At this stage of the week, they are already well through their plans, dealing with the multitude of inbound communication and filtering out as many non-essential emails as they can.

If you do decide to market on a Sunday afternoon or evening, make it look deliberate. Call it your “Sunday Digest” so it doesn’t appear as a marketing error. Ensure the tone of your copy is more relaxed and reflective as opposed to the punchy and forthright content you would send mid-week. Ensure that the articles are short and thought provoking and above all give the reader something to add to their to-do list for the following week that involves your company!

This advice flies in the face of traditional email marketing advice, which is probably why this sweet spot of attention still remains. Doing what everyone else does is the sure-fire way of reducing the odds of it getting the attention it deserves.