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Navigating the world of email marketing can be a maze, especially when you’re trying to pinpoint the perfect moment to send out that meticulously crafted newsletter. It can be even more complicated when there are multitudes of studies on the World Wide Web that offer different insights into what the “perfect time” is.
Yes, we wish it were as simple as stating, “Friday at 10 AM,” but the truth is various factors influence when the “right time” is for you and your audience. And while we cannot tell you directly “This is THE time,” what we can do is share some of the nuances that will help you get one step closer to making data-driven decisions.
Why is newsletter timing important?
Ever heard the saying, “Timing is everything”? Well, in the world of email marketing, that couldn’t be more true.
Finding the right time to engage with your audience is crucial to determine the effectiveness of your communication. For example, sending newsletters at a time when your audience is more likely to be in their inbox (i.e., 9 am -5 pm for business professionals) can help increase open, click-through, and conversion rates.
As a first step, we suggest looking at your existing data and trying to identify patterns in your audience’s behaviors.
When is the Best Time of Day to Send a Newsletter
Every audience is different. Your subscribers might have unique habits, quirks, and preferences that set them apart from others, so try to identify those first. Based on your findings, here are some times that may work for you and your audience:
Morning (6 am – 11 am):
- 6 am – 8 am: According to Sleep Advisor 30% of millennials check their emails within 15 minutes of waking up. They are likely still in bed on their mobile phones.
- 8 am – 11 am: Email open rates rise as the workday kicks off. Campaign Monitor’s data suggests that over half of all opens happen between 9 am – 5 pm, with peak open times just before and after lunch.
Afternoon (12 pm – 5 pm):
- 12 pm – 2 pm: Lunch breaks offer a window where subscribers might take a quick glance at their emails. Because lunchtime is usually a time to decompress, the length of your emails should be kept short and to the point.
- 2 pm – 5 pm: The afternoon sees a mix of mobile and desktop opens. While some might be looking for a distraction, others might be too engrossed in work.
Evening (6 pm – 10 pm):
- 6 pm – 8 pm: While this might not be a great time to send B2B emails as professionals are winding down from work, this time is great for lifestyle, entertainment, or e-commerce newsletters.
- 8 pm – 10 pm: This is when identifying your audience’s unique quirks will come in handy. If, for instance, you’re targeting bartenders, then for many, this is actually the start of their work day! But, if your audience is an NYU professor, we suggest waiting until the morning.
While your sending time will vary, one thing remains the same – emails must be optimized for mobile and desktop screens. By ensuring they’re optimized for both viewing experiences, you’re meeting your audience right where they are, no matter the time of day.
Best Day of the Week to Send a Newsletter
The day of the week you choose to send out your newsletter can significantly impact its open and click-through rates. Various studies have shared their own findings based on their unique audiences. Here’s the consensus:
- Mondays: Monday emails can be hit or miss. While the open rates are comparable to the other days of the week, the click-through rates are not. Our guess is that this might be because most people are clearing out their inboxes from the weekend and might be overlooking or ignoring the actual email content.
- Tuesdays to Thursdays: These days are often considered the prime days for sending newsletters. Midweek emails have higher open rates as people are more active and engaged with their inboxes.
- Fridays: As the week winds down, so does the effectiveness of email campaigns. However, if your content is more relaxed or weekend-focused, Friday might suit you.
- Weekends (Saturday & Sunday): Open rates tend to drop during the weekends as people are less likely to check their emails.
The studies show us that, likely, everyone will be sending out emails on Tuesday. Part of your strategy could also be sending emails when there’s minimal competition! If you’re bold and want to stand out, maybe test out a weekend send and see how that works!
Factors That Influence the Best Time to Send Email Newsletters
Location & Time Zone
Time zones can be tricky, and what’s prime time in one region might be the middle of the night in another.
A fascinating tidbit from Mailchimp suggests that newsletters sent at 10 am in the recipient’s local time zone often hit the sweet spot. But here’s the twist: cultural nuances and typical workday rhythms can shake things up. For instance, a country with a siesta culture might not appreciate midday emails as much as one without. The key? Know your audience, understand their routines, and tailor your timing to match.
B2B vs. B2C
The industry you’re in can also play a pivotal role in determining the best send times. B2B (Business to Business) emails, for instance, often see higher open rates during the workweek, especially on Tuesdays and Wednesdays, as reported by Campaign Monitor.
On the other hand, B2C (Business to Consumer) emails might perform better during weekends when consumers have more leisure time to check their personal emails.
Seasons and Holidays
As the holiday jingles start playing, e-commerce brands often witness their email engagement soar, with subscribers eagerly hunting for those Black Friday deals or festive offers; however, industries like real estate or B2B services might find that their emails experience a lull during these busy times.
If seasonality may be a hindering factor in your marketing efforts, start thinking early on about how to adjust your time and day during the seasons. After all, if you typically send emails on Thursday, when November rolls around, you should avoid sending them on Thanksgiving.
On the other hand, you can leverage the seasons to help guide your email marketing strategy. According to Omnisend’s research, holiday campaigns have a 45% higher open rate than non-holiday campaigns.
Tips for Determining the Best Time to Send Your Email Newsletter
If you’ve made it this far, you’re familiar with all the nuances influencing “the perfect time” for sending your newsletter. While it can seem like there is a lot of conflicting information out there, we want to help avoid the overwhelm! As mentioned earlier, let your data guide you and spend some time monitoring results, over time you’ll find the optimal time for you. Here’s what to focus on:
- Audience Segmentation: Segmenting your audience based on behavior, location, or preferences can help tailor your send times based on time zone, seasonality, and peak attention time.
- Monitoring Newsletter Performance: Keep a close eye on your email metrics. Tracking open rates, click-through rates, and engagement over time can provide insights into when your audience is most active.
- A/B Testing: Don’t be afraid to experiment! Send the same email at different times or days and monitor which performs better. Over time, this can help you pinpoint the most effective send times.
- Subscriber Feedback: Sometimes, the best approach is the direct one. Consider running a quick survey asking your subscribers when they prefer to receive emails. Their feedback can be invaluable.
- Analyze Past Campaigns: Look back at your previous campaigns. Identify which ones had the highest engagement and see if there’s a pattern in the send times.
Boost Newsletter Engagement With Eye-Catching Design
Sending an email at the perfect time is all about optimizing engagement, but finding the right time is only half the battle. The other half? Ensuring it’s presented in a visually appealing manner. An engaging design captures attention, enhances readability, and encourages clicks. Beefree makes ensuring all three a breeze.
With over 1,600 email and page templates and a drag-and-drop editor, Beefree makes it super easy to create emails that resonate with your audience and quickly export using your favorite sending platform.
The best part? It’s free. Sign up now and happy designing!
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