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Timing your email newsletters

Posted on Feb 16, 2016

There is lots of information out there about when is the best time of the day/week to send email newsletters, ensuring that as many people as possible open (and read) your message. We’ve already written about how to come up with a good subject line to increase your open rates and in this post we’ll look at the variety of data that analyses the best time to send your email.

Timing your email newsletters

Time of day

An analysis of more than a billion emails was recently conducted by a major email newsletter company to identify trends in the best time to send marketing emails/newsletters. The results showed that the number of ‘email opens’ increased after 12pm, with the optimum period being between 2pm and 5pm. This suggests that people prefer to read newsletters or other marketing emails once they have cleared the more urgent emails in the morning. It goes without saying that you should aim to send your email within working hours, otherwise they are likely to be deleted in the morning ‘clear out’ of the inbox. If some of your contacts are in a different time zone, you’ll need to take this into account as well.

Time of week

The same study also revealed that Tuesdays and Thursdays are the busiest days for the average person/worker in terms of email volume. With that in mind, it might be advisable to aim for other days of the week (although Mondays are not recommended as 'back to work blues’ may get in the way), to help your email ‘stand out from the crowd’, or you may wish to stick with these two days as they have been shown to be successful for many marketers. Sending marketing emails at the weekends is not advised, although this may be a good time for you, if your audience dictates.

Know your audience

Your audience is likely to have certain habits, depending on their interests and the information that you are sending to them. These habits might render some of the more established statistics about ‘when is a good time’ somewhat less useful. For example, if you are communicating with a young, technologically-motivated demographic, evening emails may work just as well as ones sent during the day. If your email requires a response, evenings may also generate higher engagement, especially if your email isn’t directly work-related. Similarly, Fridays (which are often not recommended as the weekend is a distraction) may work better if your email is about entertainment and the weekend is about to start.

What about the device?

A lot of the points above are not necessarily applicable to mobile users. A lot of the research tends to focus on desktop users who open emails at work. Mobile users continue to be active into the evening and at weekends. In 2013, a study found that 55% of consumers open their emails on desktops, while only 25% opened emails on mobile devices. With the ever-growing use of (and reliance on) mobile devices, this number is now likely to be much higher. Making emails more ‘mobile friendly’ and responsive will also affect the user’s experience of the content that you send.

So, there doesn’t seem to be a ‘right’ time to send your emails but being aware of these points will help you to choose the best time for your content/audience.