Is There an ‘Optimum Time’ for Marketing Emails to Hit?

Is There an ‘Optimum Time’ for Marketing Emails to Hit?

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You’re getting all your content and data together for your next batch of marketing emails. You’ve nailed the subject heading and are pleased with your preview pane too. The only thing left is to decide exactly when you want that email to hit the recipient’s inbox, to make it more successful than your last campaign.

Obviously, you need to get it out in the morning, say between 930 and 1130 AM, on any day between Tuesday and Thursday. Right? Maybe. But that shouldn’t be your immediate – or only – plan.

What the Data Shows

There are numerous studies about the optimum date and time to set your potential customer’s inbox pinging with your new email marketing campaign. The results differ, some of them only slightly and others wildly.

But, according to MailChimp’s Send Time Optimization report, the success of your email campaign depends on who you are and what you’re trying to communicate.

If you’re sending B2B or other business related marketing emails, then weekdays are best for email campaigns. You’ll receive higher open and click-through rates, which will reassure you all your hard work is being appreciated by at least a few potential customers!

However, if your product or campaign is related to recreational activities such as shopping or hobbies, then the weekend works better. And, because there tend to be fewer emails sent over the weekend, clogging the recipients’ inboxes up, they’re more likely to be opened and clicked on.

Why Morning Emails Aren’t Always Best

email timing

Data from an Experian Email Benchmark Study shows that the number of marketing emails being sent was 19.8% higher in the third quarter of 2016 from the same period in 2015. But, its figures also show that total open rates fell 12.6% over the same period – the fourth straight period of decline.

We don’t know the exact time every one of the emails measured for this report was sent. But, given the generally believed detail that mornings are best for email campaigns, we can assume many of them were sent out in the AM.

Figures from other reports, meanwhile, highlight that for some industries and email…

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