When it comes to sending marketing emails, the best day to send one is on Tuesday’s. Monday’s are not recommended as people are busy going through their to do lists and not getting caught up with anything extra, especially those new company emails. Sending an email on a Thursday or Friday is also not recommended because people are busy planning for either spending time with family, vacation or traveling somewhere.
Marketers are always looking for ways to maximize the impact of their email campaigns. They want to send emails that reach a large audience and that encourage their recipients to click through to their website or blog. Most email platforms allow marketers to schedule their emails in advance, so they can send them out on the best days and at the best times. As a result, some marketers have started experimenting with sending emails on certain days of the week instead of others.
What is the best day to send emails?
The three best days to send out emails are Tuesday, Wednesday, and Thursday.
Data analysed from 10 different studies indicated that Tuesday reigns supreme for shooting out marketing emails.
Emails sent on Tuesday have the maximum number of open rates, resulting in a better CTR and higher site traffic.
Thursdays is the next best day to maximise open rates. If you are well prepared with your marketing emails, you could choose these two days to send out your messages.
It is important to mention here that regardless of the day of the week you choose, ensure that you do not overload your subscribers’ inboxes. Doing so may result in your audience growing disappointed or irritated, thus throwing your hard work into the trash can without opening it.
The worst day to send emails is Saturday & Sunday as people are usually relaxing or taking care of their personal lives, and the probability of them opening their inboxes is reduced.
Additionally, research indicates that weekdays showed significantly higher open rates as compared to weekends.
You can run an A/B test to verify whether Tuesday, Wednesday or Thursday is the best for your organisation when it comes to gaining maximum open rates for your emails.
What does research say?
A study conducted by Experian showed that Tuesday emails have an excellent open rate of 18%, with Thursday being the second choice.
Another research done by Experian has shown that Saturday & Tuesday have the highest open rates. This means that we cannot completely rule out weekends.
However, GetResponse indicated that sending emails on Friday had the highest open rate of 20.58%, while Tuesday showed the best click-through rates.
We have mentioned so many different results derived by the marketing companies. As said in the beginning, it all depends on the marketing plan and the product or services that you have to offer.
In general, we can conclude that Tuesday is the best day to send marketing emails, and Thursday is considered the second-best choice by most surveys.
What is the best time to send emails?
In the modern marketing world, timing determines the success or failure of your campaign.
An email sent at a proper time can convert your subscribers into lifelong customers, while an email sent at the wrong time can increase your unsubscribe rates.
Ask yourself the following questions before deciding on the best time to send emails:
- Who is your target audience?
- What do they do for a living?
- What are their main problems?
- What does a typical day in their life look like?
- How can they solve these problems with your products?
Do you know that after you have sent an email, the open rate drops to 8% just after four hours?
And as mentioned earlier, after a day, the likelihood of your email being opened reduces to a mere 1%.
Studies done by various organisations greatly vary.
However, in general, it is suggested to send your emails between 9:00 and 11:00 AM. This is because most office hours begin during this time, and people make it a habit to check their emails as their first task in the office.
What research has to say?
Research done by WordStream has indicated that the best time to send an email is on Thursday between 8 to 9 AM.
Studies done by Campaign Monitor have shown that most emails are opened on a mobile device; 47% of emails are opened outside work while 53% of emails are opened during working hours.
GetResponse’s data indicates that the best results are observed around 1 PM.
Omnisend has shown that best open rates are observed around 8 AM, with an average of 20.32%. The best time for promotional emails is at 5 PM.
As you may note, the data gathered from various organisations paint different pictures.
However as a whole, if you plan to better connect with your audience, all the results point to sending your emails during working hours between 8 to 11 AM.
For other purposes, send your emails between noontime and 4 AM. Try to avoid sending emails during lunchtime as they are more likely to be ignored.
Before sending an email, you need to consider the target audience and the type of emails you are sending.
The Ultimate Answer to the “When to Send an Email” Question
The answer to “what is the best time to send an email campaign?” is that there is no single “best time” to send an email – it depends on your audience.
I know, what a cop-out answer! It’s true though. While there are certain days of the week and times that are generally recommended by the larger email marketing community, we’ve shown today how easy it is to refute those claims.
Maybe you’re thinking – come on Megan, I came here for an answer, not some Nietzsche-esque statement about subjective truth. To which I’d say fine; the mid-day, mid-week motto is a great place to start and should perform decently enough.
However, if you really want to rock email marketing and send out your email newsletters at the very best time for optimal opens and clicks, you need to TEST!
A/B test your send times like crazy. This is really the best way to find the perfect send time for your particular audience.
Not Getting the Open Rates You Want? Don’t Blame the Hour.
Bad open rates aren’t just about your send times. If your open rates aren’t looking so good, consider these factors as well:
- Do You Have a Standout Subject Line? Subject lines are HUGE when it comes to email marketing. You could argue that subject lines are even more important the email copy, since it’s the subject lines’ job to get people opening your message to begin with. Make sure you have a saucy, enticing subject line and you’re not making common subject line mistakes. Try checking out our post on the best email subject lines to increase open rates.
- Are You Sending Too Many Emails? No one likes a blabbermouth. Could your low open rates be the result of sending out too many emails? Maybe you’re bugging the heck out of your email subscribers.
- Is Your Message Mobile-Friendly? Your emails absolutely need to be mobile-friendly, end of story.
Things to consider in choosing a time to send emails
We’ve touched on the best days and times to send your emails as highlighted through various research and study. But as we’ve mentioned, the best time differs depending on your business and target audience.
Here are several factors you’ll want to consider when choosing the best time to send your emails:
1. Audience behaviour and demographics
Understanding your audience and demographics is a crucial step while considering sending the email. The perfect time to send an email for one category of the audience may not be ideal for the other category.
Thus, marketers need to closely observe and study their audiences’ behavioural patterns in different geographical locations.
For example, sending emails on Sunday is generally not advised as the open rates will be very poor. But if you are targeting Arab countries, sending emails on a Sunday cold work in your favor as it is a working day there.
2. The products and services you have to offer
This is another critical factor that determines when to send out your emails. If you are a provider of B2B solutions, Tuesday works best. On the other hand, if you are in the entertainment industry, Friday or the weekend is a better option.
3. Subject lines
Often marketers consider this of trivial importance and end up losing the marketing game to their competitors.
Consider the following scenario: Let’s say an email hits your inbox at any given time.
What is the first thing you notice about it?
Obviously, it will be the subject line. Subject lines sometimes act as the sole determining factor in deciding whether an email will be opened or not.
4. Email Frequency
Too many emails can irritate your readers, while too few emails can fail to make the desired impact.
Make sure that you schedule your emails at a frequency which works best for your company.
Studies conducted by Marketingsherpa have indicated that subscribers like to receive marketing emails at least once a week, as the chart below indicates.
Source: Marketing Sherpa
We recommend using trial and error to find out the frequency which works best for your firm.
5. Seasonal changes
You might be surprised to know seasons significantly impact your open rates as well.
Typically weekends are not chosen by marketers for sending email blasts. But if you come to know that a particular geographical region is affected by monsoon or snow, you can try your luck.
Chances are high that your email will be opened and read as people will be stuck at their homes with their weekend plans canceled.
6. User experience
Once a user opens and reads your email, his experience will also determine whether he opens your email in the future or not.
The email should be designed in a user-friendly manner with good graphics and easy-to-understand texts. It should also be mobile-friendly as more than 42% of emails are opened and read on a mobile device.
Sending an email on the right day, at the right time, for your audience is important to increase accuracy.