Increase your open rate by sending on the right day, at the right time. Read on to learn more about the best time to send email newsletters.
Consider when subscribers will open your email
Most individuals will open emails the same day that it’s sent, and usually within an hour. Others may open it within 3 to 5 days. After 5 days from sending, it is unlikely they will ever open the email.
This means you should send emails at specific times relative to when you expect people will open them. 3:00AM might not be the best time, since most people are sleeping. Unless your audience consists of nightowls. Know your audience, and send on their time.
Your best open rates will tend to be at lunch time, between 12:00PM and 1:00PM, for the general public. Everyone is different, with their own routine, but this time is most likely to get opens.
Timely announcements should have some notice
To announce events, you should send an email 3 to 5 days before the event. That way those who take a few days will have a chance to see it. You might choose to send more emails farther in advance, or the day of the event, but be sure to send one 3 to 5 days before.
Segment and automate your emails by time zone
You might be aiming to send a newsletter at 1:00PM on the East Coast. Consider now that those on the West Coast are receiving this email at 10:00AM. Other places in the world will, of course, have even more drastic time differences.
Segment users by location and automate emails to each segment at the correct time in each time zone.
This assumes that you’re using an email service with segmentation and automation features. If not, I would recommend changing email service providers if possible. I use MailChimp, and I’ve heard good things about ConvertKit and Campaign Monitor.
Choose the right day of the week
You might have nailed the best time to send email, but the particular day of the week you send it can be just as important. Always consider your audience when determining the right day for your newsletter.
Monday is probably best or worst
Many marketing studies say that Monday is the best day to send emails, while many others say it’s the worst.
On the one hand, people are still coming down from the weekend and are more relaxed and engaged on Mondays. Shoot out a newsletter first thing Monday and you may get a lot of opens.
On the other hand, many people have meetings on Mondays. They may be meeting with clients or have important phone calls to return. You might not get many opens on the first day of the work week.
So should you send on Monday or not?
The simple answer is to know your audience. Test it out. Send the same kinds of emails on Mondays and on other days, and see which days get more opens. You will have to collect this data; not just rely on one study or another, because they’re all different.
Weekends are for doing weekend stuff
In general, most people work during the week and take off on the weekends. This schedule is normal, so it should be common sense. Sending email newsletters on the weekend is questionable. Again, you need to know your audience.
A retail business sending coupons on the weekend understands their audience. They know that customers aren’t shopping as much during work hours.
But a B2B company should know their clients are spending time with family on the weekends. They’re not at their computers as much. They’re in the pool with a beer.
So when is the best time to send email?
There is no one-size-fits-all answer. Each industry, business and audience is different. But in general, there are some safe days and times that tend to have the best open rates.
Aim to send emails mid-week at mid-day and you should have good results. Tailor your send time for each time-zone and you’ll have a better chance of getting it right.
Know your audience and send when they’re likely to open it, not when it’s most convenient for you. Try all the days and all the times. Collect some data and see what works. You’ll have the best success if you can put in the time to do the research for your business.