Choosing the right launch date
What a shame it would be to spend all of your time and energy planning and crafting the perfect announcement, only to have it flop due to bad timing. The perfect time to announce your product depends on what industry you’re in and who your customers are, but here are some general guidelines to follow that will help you cut through the noise and effectively engage with your customers:
Earlier in the week and earlier in the day is generally better.
Where are the majority of your announcement recipients? Set your message to send at 8 am in their local timezone.
Avoid national and cultural holidays.
Be aware of and avoid important press events in your industry. For example, most software companies should avoid making announcements during SXSW, Dreamforce, Google I/O, or during Apple’s Worldwide Developers Conference. If you press send then, your announcement will get drowned out amongst all the noise.
Make sure it’s been three days or more since your target audience last heard from you (transactional messages such as payment receipts can be excluded).
If it gets to announcement day and a national tragedy has occurred, it's best to hold your announcement.
