Sunday or Tuesday, 9 pm or 9 am or a personalized schedule?
As a marketer, you need to know how to choose the most ideal time to send emails and email drip campaigns.
Fortunately for most brands, they have already found out the most ideal time their marketing emails should be sent. We have therefore evaluated, using scientific studies and test outcomes to finally discover the most appropriate time your emails should be sent.
Weekend or weekdays?
Experian distributed their extensively covered quarterly email marketing research in 2013 which indicated that they released the maximum number of emails on Tuesdays, Thursdays, and Fridays.
They discovered optimal open rates on Tuesdays and Saturdays. They also discovered maximum click-through rate on Sundays. Below, you can have a look at the details of the stats.
The research proved that the most ideal days for sending emails is on Tuesdays, Saturdays, and Sundays. This research has been the basis of the email sending schedule for many years and for many specialists.
That was 6 years ago which is definitely a long period considering this rapidly evolving digital marketing era.
Let’s consider a more recent study. A research by GetResponse in 2018 revealed how things have evolved within the previous half-decade.
These provided outcomes had revealed that there have been a lot of significant changes. The main point is that sending emails on the weekends is no longer a good option (consider the green arrows indicating the click-through and open rates during the weekends).
Tuesdays are still an ideal time for sending emails with specific outcomes and high amounts of click-through and open rates. Fridays, likewise seem like another wonderful option.
This is better clarified by an average office worker’s schedule after handling the challenging tasks on Mondays. Emails are then required to be read and replied to starting from Tuesdays. Very few people now wait till weekends before going through their emails.
Final Decision: Although there might be varying individual outcomes, the most recent research indicated that the weekends should be avoided and the weekdays starting from Tuesdays provide optimal results.
Tip: To not have lots of reminders, use email drip campaigns to send emails automatically on the specified days.
Morning, during lunch, evening or night?
Now that you have selected the day of the week to roll out your emails, what about the time to send emails?
In 2018, Omnisend have conducted a research that revealed something of common knowledge. People read emails when they are most effective. More details are provided in the graph.
The maximum click-through and open rates are between 8 am and 1 pm. Although, periods between 8 am and 4 pm (a typical working hour) are excellent for sending out emails.
Campaign Monitor also carried out another research that conformed these outcomes when the maximum open rate is indicated to be at 10 am.
Source: Campaign Monitor
Also, a 2015 research from HubSpot consented to this by indicating that the highest number of emails were opened by 11 am.
Now, apart from the results provided by numbers, what are the thoughts of humans on this matter?
Databox carried out several surveys where 38 marketers were asked about the optimal time email drip campaigns should be sent. 19 indicated that their emails were usually sent in the mid or late morning, 5 of them favored during the daytime and one also stated that late in the evenings.
What more important: almost half of the interviewees mentioned that there is no ideal time for sending emails and more details are required to have the things done.
Final Decision: The best time from all the conduced research is between 10 am and 11 am. It is recommended that you consult your perfect buyer persona profile and define the most appropriate time they would likely read or send a reply to your email before scheduling your campaigns. Although figures are great, nothing can compare to using an individual approach.
Tip: take advantage of email tracking to define the time your recipients interact most actively with the emails from you.
Surely, personalized approach is the best thing you can implement. But still, logic wins and first of all you’d better learn from the best.
The perfect time is between Tuesdays and Fridays, from 8 am to 4 pm. However, if you require a particular day and time, Tuesdays and Fridays are recognized by most of the research between 10 am to 11 am which have excellent outcomes in click-through and open rates.