The best time to send emails is highly dependent on the target audience and the type of email campaign. For example, a study by GetResponse found that the best time to send promotional emails to consumers is on weekdays, with the highest open rates on Tuesday (18.9%) and Thursday (18.3%). However, the best time to send B2B emails is during the middle of the week, with the highest open rates on Wednesday (24.8%) and Thursday (24.79%).
In addition to the day of the week, the time of day is also crucial for email marketing success. A study by Omnisend found that across sectors, the best time to send emails is between 8:00 AM and 10:00 AM , with an average open rate of 22.71%. However, the highest click-through rates were found between 4:00 PM and 6:00 PM. Nonetheless, you should base the timing of your email marketing campaigns to align with your industry. These times are as follows:
- Ecommerce: 10am
- Software/SaaS: 2pm-3pm
- Marketing Services: 4pm
- Hospitality/Online Retail: 8am-10am
- Professional Services (B2B): 8am-10am
- Nonprofits: 3pm-4pm
Still, there are more considerations to have than just the day and time when determining how to optimise email campaign performance. The location of subscribers can also impact the effectiveness of email campaigns. A study by MailChimp found that subscribers in the different time zones have different peak engagement times. For example, subscribers in the United States' Eastern time zone had the highest open rates between 9:00 AM and 11:00 AM, while subscribers in the Pacific time zone had the highest open rates between 8:00 AM and 10:00 AM.
Contact Williams Digital today to learn more about optimising your email marketing campaigns and achieving the best results.
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