The 3 Things You Should Know to Improve Your Email TimingPublished on July 23, 2019
As the saying goes, there is a time and a place for everything!
This is also true with regards to when you should email your newsletter and other promotional material to your list of subscribers.
So, when is the best time to send marketing emails to your target audience?
According to the research completed by Omnisend certain days of the month and week will yield you much better results.
Rest assured, these findings are based on more than two billion promotional campaigns!
So, without further ado, let’s dive in.
So on which day of the month should you send your emails?
Smaller businesses many times prefer to send a newsletter only once a month. If this applies to you, go with the fifth.
According to findings, the fifth is the best day of the month to send promotional emails.
If the fifth does not fit in with your schedule, sending it a week later on the 12th can yield similar results. In fact, there is only about 0.12% difference when you compare the combined open and click rates for these two days, with emails that were sent on the fifth boasting just slightly more than 19%.
If neither of these two dates work, your customers will still be in seventh heaven when they receive an email on the seventh.
However, if one of these three days fall on a Saturday, Sunday or public holiday, it is best to use an alternative day for that particular month.
Knowing when not to send emails is just as important! The worst possible days to send promotional emails are anything from the 25th to the 27th. During the last week of the month, the open rate is about 17.8% with about 6.6 orders per campaign.
So on which day of the week should you send your newsletter?
If your business is bigger you will most likely prefer to send a newsletter once a week as opposed to once a month.
In this case, the day of the week on which you send your email can also make a significant difference. The best day to send promotional emails is on a Thursday, followed by a Tuesday. The third place goes to the third day of the workweek – Wednesday.
Thursdays do not boast the best click rate or open rate (the latter honor going to Wednesdays).
Though, when it comes to overall performance, Thursdays do take the cake.
Whatever you do, try to avoid sending any marketing emails on a Saturday or Monday! This does not really come as much of surprise, right? Most people are out and about on a Saturday, and after a weekend of gallivanting who has any money left to spend on shopping on a Monday?
So when is the best time during the day?
Not only should you pay attention to on which day of the month and/or week you should send those emails, but also the time.
You can use the typical workday schedule.
If the open rate is important to you, 8 AM boasts the highest rate of just more than 20%.
Emails sent at 5 PM. has the highest click-through rate, while sending them out an hour earlier at 4 PM. has the highest order rate of about 10 orders per campaign. That being said, if you send your promotional email at 8 AM., the order rate is just slightly lower with an average 8 orders per campaign.
You could also consider sending your emails at 10 AM if the order rate is not that important to you.
Emails sent mid-morning boast an impressive open rate of almost 20%! Though, the order rate is about only 4.6 orders per campaign. This is about half of what you can possibly get when you send your emails two hours earlier.
If you are only planning on sending a newsletter, 1 PM is a perfect time!
Taking everything into account, newsletters sent around lunchtime performs well.
As you now know which are the best days of the month and the week too, why not use this knowledge to your advantage?
So, if you have a weekly promotional email, try to send it out first thing in the morning at 8 AM, or later in the day at 4 PM every Thursday. If it is a monthly campaign, this time and day will also yield great results as long as it falls within the first 12 days of the month (even better yet if it can be on the 5th or 12th).
When it comes to the best day of the month, the first 14 days are much better than the last two weeks. This could possibly be linked to salaries. Let’s be honest, most people do not have money left to spend at the end of the month.
With regards to the best time of the day to send your emails, your campaign will most likely perform well when you try to send it when people typically take a break (as long as it is not during the evening).
Ultimately you still need to consider your specific target audience too.
For example, younger buyers might not respond that well to campaigns sent at 8 AM.
Though, in this case, scratch the part about not sending it during the evening for you might actually get some decent results.
Another example of when you should possibly ignore these best possible times is if you are mainly selling to parents. It might just be that they are already up since 6 AM. and craving some “adult” conversation in which case they will welcome your newsletter.
At the end of the day, none of the tips will be of any use if you do not have any active subscribers.
So, be sure to look at your email list again and see if you still have enough subscribers who have signed up in the last six months.