The Best Time To Send Email Newsletters: 2020 Update
In the marketing world, the timing of a newsletter affects open rates, click-throughs, and conversions. For tips on the best time to send a newsletter, check out our comprehensive guide below.
Why Should You Time Your Emails?
If you fail to research the right rhythm for sending marketing messages, then reports will likely show very low open rates, CTRs, and conversions.
Here are the reasons why you should schedule your messages:
- To deliver it at the right time: According to City A.M., an office worker typically receives 121 emails per day. Moreover, messages are opened based on what shows up at the top of the inbox. If you want your content to stand out, you’ll need to plan accordingly
- Readers only click on links or CTAs when they have time to do so: Users don’t click on the links in the electronic message when they’re in a rush. This can greatly impact your business’s ROI
- To avoid creating negative impressions: Marketers who don’t send promotional content based on time zone risk annoying their customers
Best And Worst Weekdays To Send Emails
When you’re deciding on the right rhythm to send marketing content, it’s best to research the industry-wide and niche-wise norms.
That being said, take a look at the standards.
- Tuesday: CoSchedule analyzed multiple surveys to rank this as the best day to send emails whether you’re a B2B or B2C
- Thursday: If you send emails on two days every week, this is the second-best choice
- Wednesday: Marketers who don’t want to send messages on the above two weekdays or want a third day, can opt for Wednesday
Here are the days you should avoid sending marketing information:
- Monday: Most users are busy at the start of the workweek, therefore this day isn’t ideal
- Friday: By the above logic, the end of the workweek is equally tiresome and busy
- Saturday and Sunday: People are more engaged with their social media platforms during the weekends. Hence, this leaves them less time to check their inboxes
Best Time To Send Emails
The following lists various parts of the day to send your promotional information with respect to email use during different parts of the day.
- 06:00 to 08:00: With over half of all American users checking their inboxes within one hour of waking up, this is a good time to schedule your messages
- 10:00 to 11:00: If you’re aiming for a high open-rate, then sending information is best during this hour. By this part of the day, people are mostly done organizing their daily chores
- 12:00 to 14:00: Around one in the afternoon is when people typically finish their lunches. Most people prefer to check on their messages at this point of the day
- 18:00 to 21:00: This is when the workday ends. Many people still check their messages after work or during the commute
- Nighttime: This is considered a low-competition period. Avoid sending promotional content during these hours
Find The Right Day And Time Using A/B Tests
There’s not a perfect time to send marketing messages for all businesses across all industries. You have to find the right part of the day that applies to your customers. The best way to find a unique rhythm for emailing your target audience is via split testing with multiple timing.
When doing so, keep the following in your mind:
- Run the test over two weeks for an accurate gauge
- For the first week, send the messages at 10:00 AM and switch it to 6:00 PM for the second week
- Alternatively, email half of the customers in the morning and the other half in the evening
The Bottom Line
For optimum open rates, the best time of day to send an email newsletter is 10:00 AM. However, it’s not perfect for every industry. While Tuesdays, Wednesdays, and Thursdays are the best days of the week, weekends and Mondays aren’t a good time to send out content. Moreover, make sure to conduct split tests for segments of your audience to further discover when the best part of the day is to send messages.