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July 13, 2015

The Best Time to Send an Email

  email

computer_clockIt’s one of the most sought-after answers in the world of email marketing – when is the best time to send a marketing email? Though there has been a lot of research on the subject, the best answer is this – it depends.

Whether you’re in the financial industry or a nonprofit, the best time to send depends on your industry, your audience and your data.

Even though the best time to send varies greatly per industry and audience, there are some general rules that email marketers can follow to improve their open and click rates.

Rule No. 1 :: Avoid holidays

Since people are spending more time with family and friends (and less time checking email), it is best to avoid sending during holidays and holiday weekends.

Rule No. 2 :: Mornings and early afternoons are best

According to Get Response, the best time to send an email is between 6:00 a.m. and 12:00 p.m.

Top Email Response Times

Top open times: 8:00 a.m. 9:00 a.m. 3:00 p.m. 4:00 p.m.
Top click times: 8:00 a.m. 9:00 a.m. 3:00 p.m. 8:00 p.m.

Extra Tip:: Your emails should be reaching your audiences inbox no later than one hour before these high traffic times, otherwise they could get missed while your audience is surfing inboxes.

Rule No. 3 :: Stick to mid-week

The middle of the week tends to be the top performing period for B2C businesses. Tuesdays, Wednesdays and Thursdays tend to be the best bet when trying to achieve higher open rates.

According to Mail Chimp, using their “Send time optimization” system they found that there is no definitive answer to the best send day of the week. But overall, Tuesday and Thursday performed the best.

Rule No. 4 :: Follow your results

Ultimately, do what’s best for you.

To find what works for you, try sending your emails at different times and different days of the week. Segment your email lists and send the same email to a section of your list at different times. Analyzing these results for several emails should provide you with enough information to determine which send time is best for you. (Reminder: Make sure you are analyzing a sufficient percentage of data. For some help with the calculations, try this A/B Split Significance Test Calculator.) Comparing this data will help you determine when your audience is most likely to open your emails.

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