According to MailMunch, the average open rate for marketing and advertising emails is 17.38%, whereas the ideal open rate falls anywhere between 17-28%.
To increase open rate and get better results on your email marketing efforts, it is important that you send emails at the right time. Let’s talk about when is the best time to send a marketing email.
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Why Is It Important to Send Marketing Emails at the Right Time?
Why does it matter what time you send an email? Well, it’s because timing can make a big difference! Let us break it down for you:
More people read your emails: When you send an email at just the right time, more people are likely to open it instead of ignoring it. That means they’ll actually see the stuff you’re sending.
People click on your links: Emails usually have links that take you to a website or something. If you send your email when it’s most convenient for the receiver, they’re more likely to click those links and check out what you’re offering. Maybe even buy something!
Stay ahead of the competition: Imagine lots of companies sending emails at the same time. If you send yours at the perfect moment, your email might show up at the top of the list in people’s inboxes. That’s a good place to be because they’re more likely to notice it.
Reach more people: Got a special deal or offer for your customers? If you time your emails right when people are already looking for such things, they’re more likely to pay attention. It’s like catching them when they’re in the mood to shop or learn more.
So, sending emails at the right time can help you get more people to read, click, and buy. It’s like picking the best time to go fishing to catch the most fish!
You might also want to read: How to Get Started With Email Automated Responses (2023 Guide)
When Is the Best Time to Send a Marketing Email?
First, you should get to know the people you’re sending emails to.. Knowing your audience helps you do better with your marketing emails.
Some email marketing organizations recently performed research to figure out what are the best times to send emails. Let’s have a look at the findings:
Brevo, previously known as Sendinblue, did some research and discovered two good times for sending emails: 10 am and between 3 pm and 4 pm.
These times make sense. At 10 am, many people are already at work, tackling their tasks, and checking their email as part of their routine.
Between 3 pm and 4 pm, people might have finished lunch and are getting ready to wrap up their workday. They tend to check at their email one more time before calling it a day.
Brevo also noticed that people clicked on emails up until 6 pm, and sometimes even until 7 pm. During this period, people might be traveling home from work or just settling in at home and checking their emails.
Brevo didn’t stop there; they looked at different industries too:
- Ecommerce: 10 am
- Software/SaaS: 2 pm-3 pm
- Marketing Services: 4 pm
- Hospitality/Online Retail: 8 am-10 am
- Professional Services (B2B): 8 am-10 am
- Nonprofits: 3 pm-4 pm
Omnisend looked at more than 2 billion email marketing campaigns sent through their platform to find out what works best in different aspects, like building email lists and picking the right time for campaigns.
The company discovered that sending promotional emails during the workday worked really well:
- Emails sent at 8 am had the most opens, with a rate of 20.32 percent, and a good click-through rate of 7.79 percent.
- 10 am emails also had high open rates but resulted in fewer orders compared to other times.
- 1 pm didn’t stand out in any specific way but still performed well overall. It could be a solid choice for sending emails.
- At 4 pm, the company saw the highest rate of orders.
- Sending emails at 5 pm resulted in high click-through rates.
Campaign Monitor looked at a mind-blowing 30 billion emails sent by small and medium-sized companies all over the world. They found that people opened emails the most on Tuesdays, but sadly, more people also unsubscribe to emails on that day. They even noticed that different types of businesses had better results on different days. Like, if you’re in advertising or travel, Tuesdays might be your day.
Keep in mind: These findings are like clues, not strict rules. Keep in mind that every business differs. So, use these findings as a starting point, but don’t treat them like unbreakable laws. Test things out, see when your audience likes it, and change your email game accordingly.
It’s not just about who’s ready your emails. It’s also about who’s clicking, signing up, and buying stuff. Sometimes, people might open emails early in the week but make decisions later. So, watch the whole story, not just the beginning.
How to Test Ideal Email Timings?
While you can implement industry recommendations when timing emails, testing the results yourself is ideal. Here’s how to test ideal email timings to figure out when is the best time to send a marketing email according to your business:
- Use an email automation platform: First, think about using a tool to make email marketing easier. It’s like having a helper for your emails. These tools usually cost some money, but they make your emails better. For example, GoHighLevel is an all-in-one solution that offers a robust email automation feature.
- Pick Your Times: Next, decide when you want to send your emails. You can go with standard industry recommendations, or you can pick times you think your audience will be active. For example, maybe 10 a.m. on Thursday, or even 10 a.m. on Saturday.
- Divide Your Audience: Think about dividing your audience into two random groups and sending them the exact same email at the times you picked. Use your email tool to see which group opens and clicks more. This way of splitting your audience and checking the timing impact is called “A/B testing.
- Analyze the Results: Look at the results. See which time made more people open and click on your email. That’s the one you should use more. Keep testing to find the best times for different types of emails. Maybe people like reading in the morning but not in the afternoon.
- Check the time people unsubscribe: If you notice lots of people leaving your email list at certain times, it means those times aren’t great. You can even ask them why they’re unsubscribing to learn more.
In conclusion, the best time for marketing emails isn’t the same for everyone. It depends on your audience, so test and learn what works for you. Remember, the right time is the one that makes your emails shine!