Forget about sending out emails on Mondays, Fridays and weekends; don’t even dare to bother your subscribers in the evenings, or, heaven forbid, at nights! That’s what most of the studies teach us. Is it all true, though? Let’s figure it out.
Day of the month
Each brand has its own email sending frequency. Newsletters usually land into subscribers’ inboxes two-three times a month, while promotional emails from online stores are sent out twice a week, not to count triggered emails. There are a few days of a month, though, which you shouldn’t miss out on.
Regarding the click rates, the numbers are at their highest on the 4th, 13th and 21st days of the month.
That’s why we recommend you to schedule your email on the 4th day of the month.
Day of the week
Omnisend reviewed 791 mln emails from 9,500 brands to find out the best day of the week to send an email. The results showed that Wednesday is the best day for opens, while Sunday — for clicks.
Yes Lifecycle Marketing analyzed seven bln emails sent by companies in different business sectors: B2B, B2C, entertainment, financial services, travel, insurance, retail, and technology. As you can see on the graph below, the engagement is higher on Fridays, and the conversion rates are at their top on Saturdays.
Though, watch out for emails on weekends. Statistics show that spam complaints are higher on these days, amounting to 0.11%.
Time of the day
GetResponse registered the highest open and click rates at 5 AM. But how often do you receive emails at this time of the day? Such impressive results can be explained by the fact that only about 2% of all emails are sent at 5 in the morning.
The best time is from 9 AM to 11 AM. As it is, 45% of emails are sent during this time frame, and the open and click rates make marketers do a happy dance. The reason is simple: people come to work, and the first thing they do is checking their inboxes. Good numbers are also observed for emails sent at 3 PM and 9 PM.
To determine the best time of the day to send email, Omnisend used the number of emails sent at a certain hour, open and click rates as a basis for its research. The company found out that the optimal time was 4 PM and 11 PM. The competition among senders is lower in the evenings, indeed.
However, set a more flexible sending schedule if you notice that an increasing number of subscribers open your emails on mobile devices. These people always have access to the internet and tend to check their email while on the bus, standing in line or having lunch.
Things you should never lose sight of
Theory is great, but what to do right now? There are three main principles which will guide you to choose the right date and time for your emails.
1. Target audience
Set your email sending frequency based on the preferences and schedule of your subscribers. Workaholics and entrepreneurs tend to check their inbox during lunch on workdays, while people with fixed working hours commonly do it when coming home and on weekends. If your target audience is millennials, don’t reject evening emails. Teenagers spend a lot of time online at night, while people of an elder age prefer getting emails in the mornings.
2. Time zones
Segment your mailing lists based on location to identify the time zone of each subscriber. Thus, you will understand their pace of life and will be able to send emails at a comfortable time for them. If there are segments from adjoining time zones, combine them.
- Optimize timing according to the largest segment,
- Improve timing for each particular segment, or
- Choose your own path.
3. A/B test
Divide your mailing list and reach each category at different time and day of the week. Don’t stop after the first testing. To get enough data, you sometimes need up to three months, but it’s surely worth it. According to statistics, testing of send time can result in 9.3 % improvement in open rate and 22.6% increase in click rates.
So, what’s the bottom line?
Experiment. Test. Analyze. Repeat. Until you get desired results.