Timing is everything – right? Well, it may not be everything, but it certainly matters, especially when it comes to getting subscribers to notice and open your emails.
So when is the best time to send newsletter emails? We have some advice and we’re eager to share.
emaiThese general email send time tips are widely accepted by the email marketing community. They are great when you’re starting off, but be sure to read on and see why they won’t always work.
The tips above are considered general best practice advice for email marketing. However, there are many, many, situations which quickly challenge the classical suggestions above.
Just take a look at our own WordStream data.
Best Time to Send Emails: Thursday 8 – 9 am
Most email marketing articles would claim that 8 am is too early to send an email newsletter, but it works great for WordStream blasts – we get over 25% open rates with this time!
Worst Time to Send Emails: Tuesday & Wednesday 8 – 10 am
Many would claim that Tuesday and Wednesday mornings should be great times to send emails, but we’ve found that Tuesday mornings result in under 5% open rates, while Wednesday mornings have below 5% click to open ratios.
Our WordStream data shows that the status just ain’t always quo.
There are several reasons why these old classic tips don’t mean squat in the end.
Beating the Rush.
So everyone agrees that Tuesday, Wednesday, and Thursday are the best days to send out an email campaign. Unless your competitors live north of Winterfell, they probably have heard this sage advice as well. This means that you’re facing a ton of competition by sending out emails on the “recommended” days and times.
If you don’t want your email newsletter to get lost in the hustle, swimming upstream may be your best bet. Although Mondays and Fridays are generally not recommended, who is to say they won’t work for you?
It Depends on the Device.
Traditional “best time to send an email” numbers are being thrown to the wind as user habits change across devices. The standard mid-week, mid-day makes perfect sense for desktop users who are opening emails at work. Mobile users, on the other hand, tend to be pretty active even late in the evening.
It’s worth noting that although activity on mobile devices is plentiful on nights and weekends, a Brafton study shows that 55% of consumers open emails on desktops, while only 25% open emails on mobile devices. However, this study was done in 2013, and with users growing more reliant on mobile devices each day, these number could easily change. I also suspect that as businesses learn to craft more mobile-friendly emails, we’ll see greater email open rates on mobile devices.
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Understanding your demographics is the single most important thing you can do for email marketing success. They’re your audience – you should know their habits and cater to them.
Some examples of how demographics override the safe “best time to send” general advice:
Don’t forget to consider your target demographics’ time zone – you definitely want to customize email send times depending on where your recipients live.
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.
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 any tips on the best times to send email blasts? What works for you? What doesn’t work for you? Share your experience in the comments! And check out our collection of 35 more stats and facts about email marketing.
Megan Marrs is a veteran content marketer who harbors a love for writing, watercolors, oxford commas, and dogs of all shapes and sizes. When she’s not typing out blog posts or crafting killer social media campaigns, you can find her lounging in a hammock with an epic fantasy novel.
See other posts by Megan Marrs
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