best time of day to send marketing email

Timing is crucial for email marketing success because it impacts how likely people are to see and engage with your message. Inboxes are overflowing, so if your email lands at the wrong time, it can easily get buried and ignored. Sending at the right time increases the chances your email cuts through the clutter and gets opened when recipients are most receptive. This can lead to higher open rates, click-through rates, and overall better campaign performance.

Here’s a breakdown of why weekdays are generally better for email marketing compared to weekends:

• Work Routines: People are more likely to check their work emails during weekdays. Weekends are for relaxation and personal activities, leading to less email engagement.

• Inbox Competition: Inboxes tend to be less crowded on weekdays. With fewer emails competing for attention, yours has a higher chance of getting noticed.

• Actionable Time: Weekdays offer a better opportunity for immediate response or action on your email content. People are more likely to make purchases or complete tasks during work hours.

• Less Distractions: Weekdays offer a more focused environment for recipients. They’re less likely to be interrupted by personal errands or social media compared to weekends.

• Data & Analytics: Most email marketing platforms track engagement metrics based on weekdays. This allows you to analyze performance and optimize your send times more effectively for weekdays.

Time of Day: Highlighting Research on Peak Open Times (Mornings & Afternoons)

Here’s a breakdown of the research on peak open times for marketing emails:

• The Sweet Spot: According to studies by HubSpot and others, the most consistent window for email engagement falls between 9:00 AM and 12:00 PM in the recipient’s time zone. This timeframe coincides with people checking their inboxes after arriving at work or during their mid-morning break.

• Mornings vs. Afternoons: While both mornings and afternoons see good open rates, some research suggests a slight edge for early mornings (between 8:00 AM and 10:00 AM). This could be because people are less likely to have already sifted through a crowded inbox by this time.

• Avoiding the Slump: Open rates tend to drop significantly after 5:00 PM, as people wind down for the day and check their emails less frequently. Weekends generally see lower engagement as well.

Important Note: These are general trends, and the “best” time for your emails may vary depending on your target audience and industry.

Additional Insights:

• Consider segmenting your email list and sending campaigns to different segments at the most relevant times for each group.

• A/B test different send times within the recommended windows to see what resonates best with your audience.

• Track your email analytics to identify trends and optimize your sending schedule over time.

Travel & Entertainment:Weekend Planning: Emails on Thursdays or Fridays promoting weekend getaways or events might see higher engagement as people plan their leisure time. Media & Publishing | News & Content Updates: News outlets or content creators might see success with sending emails in the morning (around 8:00 AM) to catch readers during their commutes or coffee breaks. Education (Non-Profit): | Evening Reminders: Emails with evening reminders about upcoming deadlines or registration might be helpful for students juggling busy schedules.

Note: It’s important to emphasize that these are just potential exceptions and that testing is crucial to determine the best send times for any specific industry or audience.

B2B vs. B2C: Peak Times for Marketing Emails

The ideal time to send marketing emails can differ significantly between B2B (business-to-business) and B2C (business-to-consumer) audiences. Here’s a breakdown of the key differences:

B2B (Business-to-Business):

• Peak Times: Generally, weekdays between 8 AM and noon tend to be the sweet spot for B2B emails. This aligns with typical business hours when professionals are checking their inboxes for work-related messages.

• Focus: B2B audiences are likely checking emails during their workday to stay on top of industry news, research solutions, and communicate with colleagues.

• Considerations:

• Industry: Specific industries may have different work schedules. Tailor your send times accordingly. (e.g., Finance might have earlier peak times)

• Decision-Making: B2B purchases often involve multiple stakeholders. Sending emails earlier in the week allows for internal discussions before the weekend.

B2C (Business-to-Consumer):

• Peak Times: B2C audiences might show more flexibility in peak times. Here are some possibilities:

• Weekdays: Lunch break (around noon) and after work (around 5 PM) could be good options as people check their emails on personal devices.

• Weekends: Mornings (between 9 AM and noon) might be suitable when people have more leisure time to browse emails.

• Focus: B2C audiences are likely checking emails for personal interest, promotions, and updates from favorite brands. Sending emails outside of work hours can be more appropriate.

• Considerations:

• Product/Service: The type of product or service you offer can influence peak times. (e.g., Daily deals might perform well earlier in the day)

• Demographics: Age, gender, and lifestyle factors can affect email habits. Research your target audience for insights.

Remember: These are general guidelines. The best way to determine the optimal send times for your audience is through A/B testing and analyzing your own email marketing data.

Industry & Audience Demographics

While general trends exist, the ideal send time can vary depending on your specific industry and audience. Here’s how these factors can influence your email timing strategy:

• Industry:

• Ecommerce: Consider sending emails before typical browsing times (e.g., mornings or evenings) or right before sales or promotions.

• B2B (Software/SaaS): Target afternoons when professionals are likely catching up on emails (e.g., 2:00 PM – 3:00 PM).

• Marketing Services: Weekday afternoons (e.g., 4:00 PM) might be suitable as marketing professionals might be reviewing plans at that time.

• Offline Retail/Hospitality: Target mornings or early afternoons when people are planning their days or commutes (e.g., 8:00 AM – 10:00 AM).

• Audience Demographics:

• Age: Younger audiences might check emails throughout the day, while older audiences might stick to mornings or evenings.

• Location: Consider time zone differences for geographically dispersed audiences.

• Job Title: Tailor send times to the recipient’s workday schedule. Busy executives might check emails early mornings or late evenings, while those in customer service roles might check them more frequently throughout the day.

Remember: These are just examples. Use your understanding of your audience and industry to make informed decisions about send times.

Pro Tip: Leverage email marketing platforms that offer analytics to track open rates and click-through rates based on send times. This data can help you identify the optimal send times for your specific audience.

Subject Line & Preheader Text: The Unsung Heroes of Your Inbox

Preheader Text: Don’t let your emails get lost in the crowd! Craft subject lines and preheaders that grab attention and get opens.

This preheader text uses two elements to pique the reader’s interest:

• A problem: Emails getting lost in the inbox is a common pain point.

• A solution: The implication is that this section will offer tips to avoid this problem.

Here are some additional tips for crafting compelling subject lines and preheader text:

• Subject Line:

• Keep it short and sweet: Aim for under 50 characters to avoid truncation.

• Use strong verbs and clear benefits: Highlight what’s in it for the reader.

• Create a sense of urgency or curiosity: Encourage recipients to open the email now.

• Personalize when possible: Use the recipient’s name or other relevant details.

• Preheader Text:

• Expand on the subject line: Briefly elaborate on the email’s content.

• Tease an incentive or offer: Give readers a reason to click.

• Maintain a conversational tone: Make it feel personal and engaging.

• Keep it concise: Aim for around 50 characters.

By following these tips, you can craft subject lines and preheader text that will stop readers in their scrolling tracks and encourage them to open your emails.

Beyond Timing: Optimizing Email Engagement

• Content & Design:

• Content is King (and Queen): No matter how perfectly timed your email is, if the content is dull or irrelevant, recipients will lose interest quickly.

• Focus on creating valuable, informative, or entertaining content that resonates with your target audience.

• Tailor your content to the specific goals of your email campaign (e.g., promoting a product, sharing industry news, driving website traffic).

• Design Matters: A visually appealing email design can significantly improve engagement.

• Use high-quality images, clear calls to action, and a clean, well-organized layout.

• Ensure your design is mobile-friendly, as many recipients will open your email on their smartphones or tablets.

• Consider your brand identity and maintain a consistent visual style across your emails.

By combining strategic timing with high-quality content and design, you can create emails that capture attention, drive action, and ultimately boost your email marketing ROI.

Refining Your Email Strategy with Segmentation & A/B Testing

Segmentation and A/B testing are powerful tools that work together to create a more targeted and effective email strategy. Here’s how they can refine your approach:

Segmentation:

• Grouping by Preferences & Behavior: This allows you to divide your email list into smaller groups based on shared interests, demographics, purchase history, or website activity.

• Targeted Messaging: By understanding each segment’s characteristics, you can craft email content and offers that are more relevant and appealing to their specific needs.

• Increased Engagement: Highly relevant emails lead to higher open rates, click-through rates, and overall engagement.

A/B Testing within Segments:

• Testing Different Elements: Once you have segments, you can use A/B testing to compare different versions of your emails within each group. This could include subject lines, calls to action, design elements, or even sending times.

• Data-Driven Decisions: A/B testing allows you to see which version performs better in terms of opens, clicks, or conversions. This data helps you choose the winning version to send to the entire segment.

• Optimizing for Each Group: By continuously testing and refining your emails within each segment, you can ensure your messaging is optimally tailored to resonate with each audience group.

Combined Power:

• Segmentation provides the foundation: By grouping subscribers with similar characteristics, you create a more focused testing environment.

• A/B testing refines the message: Within each segment, you can identify the most impactful elements that drive engagement and conversions.

Example:

Imagine you segment your email list by “purchase history.” You can then A/B test different subject lines within each segment:

• Segment 1 (Frequent Buyers): Test a subject line with an exclusive discount offer vs. a subject line highlighting a new product launch.

• Segment 2 (Less Frequent Buyers): Test a subject line with a re-engagement offer vs. a subject line emphasizing product benefits.

By segmenting and A/B testing, you can ensure your emails are not only reaching the right audience but also delivering the most relevant and impactful message for each group.

FAQs: Best Time of Day to Send Marketing Emails

1. What if the general trends (weekdays & mornings/afternoons) don’t work for my audience?

The general trends provide a good starting point, but it’s important to track your own email analytics to see what resonates with your specific audience. Consider factors like:

• Your industry: B2B audiences might check emails during work hours (9-5), while B2C audiences might be more receptive on evenings or weekends.

• Your audience demographics: Younger audiences might open emails throughout the day, while older audiences might prefer mornings to catch up on emails.

2. How often should I A/B test my send times?

There’s no one-size-fits-all answer, but it’s a good practice to regularly test your send times, especially as your audience and email strategy evolve. You can start with a few A/B tests to gather initial data, then refine your testing schedule based on the results.

3. What are some additional factors to consider when sending marketing emails?

• Mobile-friendliness: Ensure your emails are optimized for mobile devices, as many users check emails on their phones.

• Daylight Saving Time (DST): If your audience spans different time zones, consider sending emails during a time when most recipients are likely to be awake.

• Campaign Type: Transactional emails (e.g., order confirmations) might have different optimal send times than promotional emails.

4. Is there a tool that can help me determine the best send time for my emails?

Many email marketing platforms offer built-in analytics tools that can help you track open rates and click-through rates for different send times. These tools can provide valuable insights into your audience’s behavior.