rule breaker

By Megan Hamby, Editorial Director

As marketers, we can often get bogged down in adhering to the “rules” or best practices of content marketing. How often should we post on social media? What’s the best time to send a weekly newsletter to customers? How frequently should we update our blog? 

And the list goes on and on. 

Do a quick Google search on “content marketing best practices” and you’ll find about 580 million results. And that advice is worthwhile—understanding your audience and buyer’s journey, using data and analytics, repurposing your content, and determining your brand messaging are all incredibly important when it comes to content marketing.

But I have another suggestion: Don’t be afraid to break the rules and do what works best for your company. 

Recently, our team was speaking with the senior content specialist for one of our clients. He schedules a weekly newsletter to be delivered to customers and prospects every Friday at 5 p.m. EST. 

That sounds crazy, right? Many studies suggest that the best time to send B2B emails is around 10 a.m. in the middle of the week. With that research in mind, sending an email at 5 o’clock on a Friday afternoon seems counterintuitive—but for this client, it works. He shared with us that his company has a 35% open rate (industry benchmarks are 17–28%) and receives 250–300 clicks on each email. When he shared this information with us, I was impressed—but also not surprised. That email newsletter is often the last email I receive before signing off on Friday afternoons, so I am guaranteed to open and read it. Our client wasn’t afraid to break the “rules” of email marketing—and his creative thinking yielded positive results.

What are some ways that your company can be creative with your marketing efforts? Contact us today if we can help.

Image: Getty Images

About Hammock Healthcare Idea Email |
This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here . To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.