Determing the Optimal Time to Send Emails

Understanding the Impact of Timing on Email Campaigns

Timing of emails can significantly influence the success of an email marketing campaign. Marketers must consider various factors, such as audience behaviour, time zones, industry trends and testing strategies to determine the optimal time to reach their audience effectively.

Factors Influencing Optimal Email Send Times

Audience Behaviour and Time Zones

People's daily routines and times they are most likely to check their emails can vary significantly based on their location and lifestyle. For instance, emails sent during working hours in the recipient's time zone tend to have higher open rates compared to those sent during off-hours¹².

Industry Trends and Practices

Different industries may observe different optimal times for email engagement. B2B emails often perform better during weekdays, particularly in the mornings; whereas B2C emails may see higher engagement during weekends and evenings³.

Best Days to Send Emails

Research suggests that certain days of the week are more effective for sending emails. Tuesdays, Wednesdays and Thursdays are commonly cited the best days for email sends due to higher open and click-through rates⁴.

Peak Times for Email Engagement

Determining the best time of day to send emails involves analysing peak engagement periods. Studies indicate emails sent in the morning, particularly between 9am to 11am, achieves higher open rates. Late afternoons, around 2pm to 4pm is another period of high engagement, likely due to recipients checking their emails after lunch⁵.

Testing and Optimisation Strategies

Continuous testing and optimisation are essential for refining email send times. A/B testing different send times can provide data on when the target audience is the most responsive. Analysing engagement metrics such as open rates, click-through rates and conversion rates help in identifying the optimal times for email delivery⁶.

Leveraging Automation for Timing Precision

Email automation tools can significantly enhance the precision of email send times. These tools are able to automate the scheduling of emails based on recipient behaviour, ensuring messages are delivered at the most opportune moments⁷. Automated systems can also adjust send times based on real-time engagement data, further optimising campaign performance⁸.

Key Takeaways for Effective Email Timing

Success of email marketing campaigns rely heavily on timing. By understanding audience behaviour, industry trends and leveraging testing and automation, marketers can determine the optimal times to send emails for maximum impact. Continuous analysis and adjustment of send times are essential for maintaining high engagement and achieving better results.

References

1. The Best and Worst Times to Send Emails, Campaign Monitor, 2021, The Best and Worst Times to Send Emails
2. Best Time to Send Email Campaigns Tested, Campaign Monitor, 2019, Best Time to Send Email Campaigns Tested
3. What Are the Best Times to Send an Email? Research Shows the Best Times, Sendinblue, 2020, What Are the Best Times to Send an Email? Research Shows the Best Times
4. Best Day & Time to Send Email Newsletters, Campaign Monitor, 2020, Best Day & Time to Send Email Newsletters
5. How to Find the Best Time to Send an Email Newsletter to Your Audience, Campaign Monitor, 2021, How to Find the Best Time to Send an Email Newsletter to Your Audience
6. Is There Really a “Best Time” to Send an Email Campaign?, Campaign Monitor, 2019, Is There Really a “Best Time” to Send an Email Campaign?
7. Leveraging Automation for Perfect Email Timing, Mailchimp, 2021, Leveraging Automation for Perfect Email Timing
8. Best Practices for Email Marketing Timing, HubSpot, 2021, Best Practices for Email Marketing Timing