Email marketers often struggle with their email marketing metrics. There isn't a perfect solution that applies to all situations, but marketers can follow some best practices to boost email marketing results. This article is going to explain how to find the best day and time to send out emails. To properly explain how to go around optimizing the sending time frame of your email campaigns, we will provide examples, tips and tricks, and best practices.
When to send your email
Before we dive into the exact times when you should send your emails, let's first look at the different sending time frames. How you determine the best time to send your email is dependent on your business goals. You can decide to optimize your email campaign based on a specific time frame. Here are the most common email marketing time frames:
Best day and time to send email
Figuring out when to send email campaigns to your subscribers is a matter of testing out different approaches. First of all, as we have already mentioned, take into account your business goals. Different businesses need different approaches for connecting and engaging customers.
For example, if you are managing email campaigns for an e-commerce company, you will need to schedule more communication than you would have for a B2B company. If you need more details regarding optimal email frequency, we have a dedicated article tackling this subject.
If you are just starting, the best approach is to look at the days and times you generate the most subscribers to your email list. It would make a lot of sense to assume that that interval will be the best one to reach out to them if most of them are already engaging with your business.
If you already have an established email marketing operation, you can go one step further. Start by analyzing your results to extract actionable data. But this would imply not only that you have a track record of testing out different days for your email campaigns, but that you keep track of when your emails are being opened.
Don’t stick to just what worked for you up to this point. If you have only sent email communication on weekdays, maybe it would make sense to test how weekends will perform. Or, if you have just tried evening for deploying email campaigns, maybe trying out other times will provide you will data for optimizing your overall email marketing strategy.
As we have stated before, there isn’t a universal solution for picking a day and/or a time when it comes to email campaigns. But testing out ideas and
Best time to send emails
Most email service providers will allow you to automatically optimize sending out campaigns based on the data gathered for each subscriber. If your ESP doesn’t have such an option, here are some tips and tricks to keep in mind before deciding on a time:
- Look at your subscribers’ time zones before sending out campaigns
- Segment lists based on their residence: country, continent
- Analyze when subscribers are most likely to open and engage with your deployments
- Set up email marketing A/B tests for finding the time frame that will bring in the best results
- Alternate day intervals
- Use a combination of day intervals and days
Best hour to send email
If you have to set a single hour for sending out emails, there are various things you can do to improve your email marketing results. Here are some ideas you can start testing out:
- Create email list segments based on interest, if you are managing a B2C brand
- Create email list segments based on industry or job titles, if you are managing a B2B brand
- Use A/B testing to figure out which hour performs best for your campaigns
Best day of the week to send email
When it comes to choosing which day of the week to send email campaigns, you will have to take many things into account. A weekly schedule is a great way to keep your subscribers engaged with your brand by providing value regularly. But if you don’t test different days and time frames, you will never know which one will perform best. Here are some ideas for testing out different days:
Don’t stick to just one day of the week for sending out your deployment. Try out different ones and see how they perform in terms of engagement and open rate. You can alternate between two or three days of the week. If you are sending out emails on weekends, try out different times as well. Don’t forget about the best hour when deploying an email campaign as well.
Best timing for email marketing goals
Just because you can reach your contacts doesn’t mean that they will engage with your content. Your best day and time to send emails will depend on the industry you operate in, the type of content you send out, and your email marketing goals.
For example, if you are managing a spa, you may want to send out a discount offer to your prospects, or send out a monthly newsletter to your clients.
If you are running email marketing for an e-commerce business, you may want to send out a promotion offer to your email subscribers, or send out a weekly or monthly newsletter to your customers.
Let's look at the different email marketing goals you may have, and find the best day and time to send email based on the different scenarios, depending on goals:
Email marketing goal #1: Generate leads
Let's say your goal is to generate leads for your business. It is a good idea to send your lead generation emails on Tuesdays or Wednesdays.
According to the Sales Benchmark Report by B2B Benchmarking, companies that send their emails on Tuesdays generate more leads than those who sent them on other days. For example, on average, B2B companies that sent their email on Tuesday generated 28% more leads than those who sent their emails on Monday, and 32% more leads than those who sent their emails on Friday.
In addition, according to a similar report by the marketing software company HubSpot, B2B companies that send their emails on Wednesdays are three times more likely to get a clickthrough rate (CTR) than those who send out their emails on Mondays or Tuesdays.
However, if you are running an e-commerce store, you should be aware of the fact that Wednesdays and Thursdays are among the lowest-performing days in terms of conversion rate and revenue per visitor. For example, e-commerce companies that send their emails on Wednesday generate only half as much revenue per visitor as those that send their emails on other days. The same goes for conversion rates. E-commerce companies that sent their email on Wednesday only convert one out of every ten visitors while those who sent out their email on other days convert one out of every five visitors.
On the other hand, Mondays are among the highest performing days in terms of conversion rate and revenue per visitor for e-commerce companies. For example, e-commerce companies that send out their email on Monday convert two out of every ten visitors into customers while those who send out their email on other days only convert one out of every ten visitors. In addition, e-commerce companies that sent their email on Monday earn $0.30 in revenue per visitor as compared to $0.25 for those who sent it out on other days.
Therefore, if you are running an e-commerce store and want to maximize your lead generation strategy, you should schedule your email marketing campaigns to be sent out on Mondays and Tuesdays rather than Wednesdays and Thursdays.
Email marketing goal #2: Increase brand awareness
If you are using email marketing campaigns as a brand awareness strategy, you should consider sending your campaign at 8 AM or 9 AM during weekdays or at 10 PM during weekends (or non-business hours).
According to HubSpot’s research findings, people are 40% more likely to open an email at 8 AM or 9 AM than they would otherwise. In addition, if you do this during weekends or non-business hours such as 10 AM when most people are not at work yet, your emails are more likely to be read since it usually means there is less competition. This is so because when people open their emails during business hours, they have many other things to do, such as checking work emails (if they are employees), replying to clients’ inquiries (if they own businesses), etc., which means they have less time and attention left over for brands that decide to reach out during business hours.
Therefore if you want your brand awareness campaigns to stand out from the crowd and get noticed by your subscribers’ inboxes when they open them during weekends or non-business hours (such as 10 PM), this is a good way to achieve it!
Email marketing goal #3: Increase conversion rates
If you want to increase your conversion rate through your email marketing campaign instead of just generating leads or increasing brand awareness through your content, you should schedule your email marketing campaign for Tuesdays or Wednesdays, rather than Mondays or Thursdays as discussed earlier in this article.
However, if you want even higher conversion rates for your product launch campaigns such as sales promotions or discount offers, then we would recommend that you schedule these kinds of campaigns either during weekends or non-business hours since most people will be at home rather than working during these times which means there will be less competition against you when subscribers check their inboxes.
In addition, we would recommend sending these kinds of campaigns during weekdays but not during peak business hours since many people might not have time to check out products when they are busy with work especially if they work full-time jobs.