Conventional Wisdom on Email Timing is Evolving

A 2016 email marketing study concluded that Emails sent on Saturdays generate 60% higher-than-average conversion rates.

Wow! Everyone should start mailing on Saturdays, right?

Not necessarily.

email marketing
Think about your target. Are you emailing to businesses or consumers? Are your prospects senior citizens, or are they college students? Are you sending emails to “C” level executives or to small business owners?

Now, put yourself into the position of your target and ask “when would I be most likely to open an email if I were that person?

College students do over 80% of their internet activity on mobile devices and that’s something to keep in mind. They are not likely to read long-winded content and they are probably not receptive to emails on weekends when they’re engaged in social activities.
Mid-level management people will probably open their email at work during business hours. 

Early morning or after lunch might be the best time. “C” level executives may have their emails screened by an assistant and so you might want to slant the content for that possibility and deliver early morning during the work week.

Senior citizens? They have more time than people who work 40+ hours per week and they are looking for interesting content. You may want to avoid small type fonts for obvious reasons, and seniors generally wake up early so early morning might be an effective strategy.

A Brief Case Study

A software service marketed a new product to physicians and sent large quantities of mail on Tuesdays because that was the conventional wisdom at the time. The open rates were abysmal for the first few days but then they suddenly shot up on the weekends, especially Sunday.

Doctors simply do not have the time to open email during the work week when they’re occupied with exams, hospital rounds, or surgery. When the weekend comes and they have a few hours of free time they will often open their email.

Knowing what doctors had opened on Sunday but not converted, the sales team started a follow-up reminder campaign for the following Sunday morning so it email would be on top of their list. Opens, clicks, and conversions to sales all increased and the campaign achieved their goals!

When to Send?

The answer is to run tests. Fortunately GMass makes it easy to track clicks and opens in the Main Campaign Report. Run the report at various intervals and you will know who opened your emails and when. Here are a video and an article on that feature.


It can be a challenge to find the perfect combination, but try experimenting with different content, subject lines, and timing until you reach just the right combination. GMass is an excellent hands-on platform that is perfect for business owners and managers to use as they build and customize a successful marketing strategy!

You can transfer your paid GMass subscription from one account to another, even if one account is a Gmail account and the other is a G Suite account..

Why would you want to transfer your subscription?

  1. Perhaps you accidentally subscribed the wrong account. Instead of canceling and re-subscribing, you can just transfer the subscription over.
  2. Maybe you misspelled your email address when you subscribed.
  3. Maybe Google has deactivated the gmail.com account that you subscribed and so you no longer have access to it.
  4. Perhaps you changed your mind after subscribing, because you realized that a different Gmail account has a better reputation and more sending ability than the account you originally subscribed.
  5. Perhaps you are the leader of a Team Plan for your organization, and you want to transfer the ownership of the Team Plan to someone else, because you are leaving the organization.

How to transfer your GMass subscription

In this example, I’m about to transfer my paid GMass subscription from ajay@wordzen.com to meredith@wordzen.com. You can’t tell from the screenshot, but the account I’m logged into is ajay@wordzen.com.
  1. Log into the account that currently has the subscription. If you don’t have access to that Gmail account anymore, then log into the account that you would like to transfer the subscription to.
  2. Launch a new Compose window in Gmail.
  3. Set the To field to transfer@gmass.co.
  4. If you are currently logged into the account that has the subscription, then set the Subject to the Gmail account that you wish to transfer the GMass subscription to.If you don’t have access to the account that has the subscription and are instead logged into the account that you wish to transfer the subscription to, then you need to specify the account that already has the subscription. Set the Subject to “from:email@domain.com” (without the quotes).

    This is how you transfer a subscription when you’re logged into the account you wish to transfer it TO. Here I’m transferring the subscription from ajaygoel@gmail.com into the account I’m logged into, ajaygoel8477@gmail.com.
  5. Hit the main GMass button. Do not hit the Send button. Your subscription will be immediately transferred.

Important notes about transferring a subscription

  1. You can only transfer a subscription from an account with an active subscription to an account that is currently free. So if the account you’re trying to transfer the subscription to is already subscribed on its own or is part of a Team Plan, then the transfer will fail.
  2. A GMass account must exist for the account you wish to transfer the subscription TO. That means the Gmail account must exist, and it must already be connected to GMass for the GMass account to exist. If a GMass account doesn’t exist, create it first.
  3. Subscription transfers work for Stripe and PayPal-based subscriptions.
  4. There are limits to how many times a subscription can be transferred.
  5. We used to prevent subscription transfers between Gmail and G Suite accounts, but this restriction is no longer in place as of March 2019.
If you’ve previously subscribed to a paid GMass plan, at some point you may need to change or update the credit card associated with your account. This is how you do it.

1. Compose a new email in Gmail and set the To field to card@gmass.co.

2. Type anything you wish for the Subject and Message.

3. Click the main GMass button. Do not click the Gmail Send button.

4. You’ll then get a link at the top of your screen to change your credit card. Click that link. You’ll be taken to a web page with a button to enter your new credit card.

How to cancel your subscription to GMass’s mail merge tool depends on whether you subscribed with a credit card or a PayPal account or Bitcoin.

Credit Card Subscriptions

First, you must have the GMass extension installed. If the GMass buttons aren’t showing up in your Gmail interface, then it’s not installed. You can install it from our homepage.

Then, log in to the Gmail account whose GMass subscription you wish to cancel. If you don’t have access to that Gmail account anymore, log in to ANY Gmail account that is connected to GMass.

1. Launch a regular Gmail Compose Window.

2. Set the To field to cancel@gmass.coDo not hit Send.

3. If you are logged into the Gmail account whose subscription you want to cancel, leave the Subject blank.

Leave the Subject blank if you’re logged into the Gmail account whose GMass subscription you want to cancel.

If you are logged into a different account, put the email address of the account whose subscription you are cancelling in the Subject line.

Set the Subject to the address of the GMass subscription you want to cancel, if you’re not logged into that same Gmail account. Here, I’m logged into ajaygoel@gmail.com but I’m cancelling the GMass subscription for ajay@wordzen.com.

4. Optionally, please tell us the reason for your cancellation in the Body of the email. This is optional.

5. Do not click the Gmail Send button. Click the GMass button. Your subscription will end immediately, but your account will remain on its plan until your paid period is up. So if you’re a monthly subscriber, you can still use GMass until the end of your monthly period. The same applies if you’re an annual subscriber. You will receive a message in your Inbox telling you when your account will be demoted to free status.

Important: Be sure to hit the red GMass button, and not the regular Gmail Send button, because cancel@gmass.co is not a real email address; it is a command. Hitting the regular Send button will result in a bounce. If you do not have the GMass button because you uninstalled the extension, you must re-install the GMass extension to cancel your subscription.

So that means: If you receive a message from Mail Delivery Subsystem saying “Delivery to the following recipient failed permanently: cancel@gmass.co, ” then you have pressed the Gmail Send button. Try again, and be sure to hit the red GMass button.

Another note: It’s easiest if you’re logged into the Gmail account that has the GMass subscription you wish to cancel. But if you can’t log in to that account, you can log into ANY other Gmail account that is connected to GMass. We will then verify that the logged-in Gmail account has permission to cancel the subscription of the other account before the cancellation is final.

Last note: Uninstalling the GMass extension does not automatically cancel your subscription to GMass. Just like, if you remove the Netflix app from your mobile device, it doesn’t automatically cancel your Netflix subscription.

PayPal Subscriptions

If you paid with PayPal, you must log in to your PayPal account and cancel your GMass subscription from there. Your GMass account will be demoted to “free” account status within a few minutes after canceling. When you cancel a PayPal subscription to GMass, you do not get the unused time for the month or year. Your account will be demoted to “free” status right away and its limits will reset to the free account sending limits right away. With credit card subscriptions, you would get the unused time.

Bitcoin Subscriptions

If you paid with Bitcoin, your subscription already has a pre-determined life, and it will automatically cancel after your paid time has expired. Bitcoin transactions are one-time transactions and are not recurring.

If you’ve been using GMass for your mail merge campaigns in Gmail, you can now easily add email addresses to your account’s Unsubscribe List.

As a reminder, any email addresses on your Unsubscribe List will be suppressed from your GMass campaigns — that means they will be eliminated from any campaign you send with the GMass button. Additionally, if you’re a G Suite user and you’ve enabled Global Unsubscribes, you can also use this feature to suppress email addresses across all other GMass accounts of the same domain.

To add email addresses to your Unsubscribe List:

1. Launch a regular Gmail Compose Window.

2. Set the To field to unsubscribe@gmass.co.

3. Type anything you like in the Subject Line, so long as it’s not blank.

4. Paste in a list of email addresses to unsubscribe as the body of the message, with each email address on one line.

5. Click the GMass main button.

Important: Be sure to hit the red GMass button, and not the regular Gmail Send button. Hitting the regular Send button won’t accomplish anything.

You can use this method to unsubscribe thousands of email addresses at once. For example, if you’re switching from a traditional email service provider like MailChimp over to GMass, you may want to take all of your unsubscribe addresses from MailChimp and import them into GMass.

To remove email addresses from your Unsubscribe List:

If you’ve accidentally unsubscribed yourself, or if you a particular email address has unsubscribed but now wants back on your email list, you can remove an address from your Unsubscribe List. Follow the same procedure as above, but set the To field to resubscribe@gmass.co.

Need to unsubscribe an entire domain?

You can also unsubscribe an entire domain. Follow the same instructions as above, but place domains on each line rather than email addresses. You can also have a combination of email addresses and domains that you unsubscribe all in one shot. More information on unsubscribing domains.

Final Thoughts:

If you’re unfamiliar with the unsubscribe feature of GMass, learn how to add an Unsubscribe Link to your mail merge campaigns in Gmail.

If you’ve sent a Gmail mail merge campaign with GMass and were notified that this error was generated while sending to your email addresses:

An Error occurred, but the error response could not be deserialized

you might be perplexed, since the error doesn’t provide any actionable information. This is an error that is generated by the Gmail API when GMass connects to your Gmail account to send your mail merge campaign. While there’s not much information available from Gmail as to the cause of this error, we’ve found that the usual cause is the user of large attachments or inline images.

Gmail states that emails can be up to 25MB in size, and GMass places a further size limit of 12MB per individual email message, but still, Gmail may generate this error even if you are under both of these limits. The solution is to simply reduce the size of your email, either by shrinking your inline images, host your images and refer to them relatively in your HTML code, or by reducing the size of or eliminating attachments.

This Stack Overflow article corroborates our theory about this error.

Check out this just-released Growth Hacker TV video interview with Ajay Goel, the creator of GMass.

In this video, Ajay discusses the meteoric rise of GMass and the transition from a free service to a paid subscription service.