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What is The Best time to Send Marketing Emails?

Brian Tran | 09-22-2020

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Now it’s getting challenging to grab the attention of customers who have tens of promotional emails daily. Therefore, the success of email marketing will depend on not only what you send but also when you send your emails.

As an online marketer, you will want to invest valuable time and resources in leveraging email marketing. The direct mail cost is also an important part that a marketer would want to figure outIn this post, we’ll help you answer the question What is the appropriate time to send marketing emails? Therefore, you can enhance your internet marketing and grow your business efficiently.

Why is Email Marketing Essential for Your Business?

1. More efficient than social media (for customer acquisition)

Customer acquisition
Customer acquisition

Social media is an incredible channel for communicating with your audience and deepening your relationships with them. Therefore, it is an inevitable step towards approaching your goal - the conversion.

However, when it refers to turning visitors into consumers, members, or supporters, email marketing is what you should go for.

According to a Content Marketing Institute study, over 30% of B2B marketers claim email newsletters are the most effective way to attract potential customers.

2. Cost-effective

Cost-effective
Cost-effective

Despite evolving tools and strategies in digital marketing, companies must prioritize tactics that optimize budgets while achieving goals. Email marketing is still one of the most cost-effective channels for audience targeting compared to traditional methods like print ads or TV commercials.

Although there may be some costs associated with content creation and automation services, these are generally lower than traditional marketing expenses. Additionally, email marketing offers a high ROI, with each $1 investment typically yielding $38 according to emailmonday, making it especially beneficial for smaller businesses with limited budgets.

3. Easy-to-measure

Easy-to-measure
Easy-to-measure

Measuring the result is the only method to check whether your digital marketing tactic works or not.

Email marketing analytics provide crucial insights into user behavior, such as email open rates, link clicks, and desired actions. Additionally, they reveal the number of unsubscribes post-email engagement, vital for campaign analysis and improvement. Through A/B testing facilitated by suitable email software, you can determine which email elements yield superior results. This includes testing subject lines for higher open rates and experimenting with different offers to identify the most impactful conversions.

4. Easy-to-personalize

Easy-to-personalize
Easy-to-personalize

Statista’s report concludes that the open rate for personalized emails was 18.8%, while the figure for non-personalized emails was 13.1%.

Email marketing makes it super simple to personalize the messaging and content you send to subscribers. Capitalizing on data from your prospects and subscribers, you can work to create more personalized and relevant content that your recipients are inclined to enjoy and act on. Furthermore, you’ll show that you truly take care and understand your subscribers and their preferences once you start implementing some of the email list management best practices, including personalized email content.

For instance, you can take advantage of the customer’s name when sending your emails. HubSpot indicates that emails with the reader’s first name in the subject line generate much higher click-through rates compared to emails without the receiver’s name.

5. The automatic email marketing process

Automating your emails can help boost the relevance and timeliness of your strategies. You can utilize triggers and workflows to automatically deliver messages to customers after they take a particular action.

Let’s take an example; a customer goes to your site and spends time viewing various products and putting them to their shopping cart. Then, they exit without completing a purchase for no reason. It’s time for email automation to shine. With automatic emails, you can ensure that this visitor gets an email soon after they left their cart, mentioning what they left behind and asking if they need help finishing their purchase.

6. Much easier to reach mobile consumers

Reach mobile consumers
Reach mobile consumers

Statista estimates that there are more than 7 billion mobile phone users all over the world in 2023.

Hence, if businesses want to be competitive in the digital world, they have to seek a way to interact with mobile customers effectively. With 46% of emails being checked on tablets or smartphones, email marketing is such a fantastic tactic that businesses can approach and engage those customers using mobile devices.

What is The Perfect Time to Send a Marketing Email?

The Perfect Time to Send a Marketing Email
The Perfect Time to Send a Marketing Email

Understanding your audience’s behaviors is crucial for determining the optimal timing to engage them effectively. Each email list consists of individuals with unique habits and routines, which can vary significantly depending on the target market.

For instance, sending emails to stay-at-home mothers who primarily check their emails during evenings and weekends would differ from reaching out to young professionals who are active on email during workweek mornings. Tailoring the timing of email sends to align with your audience’s preferences increases the likelihood of capturing attention and driving desired actions.

Which day of the week should you send emails?

Now we’re going to show you some reliable studies that analyzed tons of emails to identify the best day during the week time to send out your emails.

The first study from AVADA demonstrated that the appropriate day to send promotional emails (like weekly newsletters) is Thursday, followed by Tuesday.

The Best Days for Orders
The Best Days for Orders

Their research primarily concentrates on the perfect time to send emails, whereas AVADA also showed that you should NOT send promotional emails on Monday and Saturday.

Sharing the same result with AVADA, GetResponse’s research claims that Tuesday is the ideal day to send your newsletter if you want to achieve high open rates.

Contrary to AVADA’s study, GetResponse finds out that Monday holds the second place when it refers to achieving high open rates.

GetResponse's research
GetResponse's research

While Saturday and Sunday seem to be the unfavorable days for email opens, the company’s research shows that the quality of emails sent during the weekend is considerably lower than the weekdays.

Like the two above studies, Campaign Monitor’s research gives the first place to Thursday and Tuesday. However, Campaign Monitors differentiates these two days according to conversion purposes. Thursday is the perfect day for getting high open rates, while Tuesday stands the first for high click-through rates.

Overall, Thursday and Tuesday are the two good days to send out advertising emails and weekly newsletters.

Nevertheless, it’s obvious that the day suitable for one metric doesn’t work for another. That’s the reason why the decision depends enormously on your conversion aims and the most crucial email marketing metrics.

Eventually, bear in mind that your competition also desires to take advantage of the peak times to send their emails. Don’t forget to test out various days to identify what works best for your recipients.

What’s the best time of the day to send emails?

The time of the day you send advertising emails can decide whether you create or break the relationship with your subscribers.

If you send your emails at the inappropriate time, your unsubscribe rates will escalate. When you can send them at the right time, you’ll turn subscribers into paying consumers and first-time purchasers into repeat buyers.

To discover the proper time for your emails, you’ll need to understand your buyer personas. You can answer the following questions for your audience:

  • What do they earn for a living?
  • How is their typical day?
  • What are their issues?
  • How can they address the issues with our products?
  • When and how can they see triggers that recall them of our items?

Answering all these questions, you can have a broader picture of your consumer’s daily routines and define appropriate points to infiltrate into their lives with the help of your marketing emails.

GetResponse

According to GetResponse, the highest click-to-open rates are 10 AM at 21%, 1 PM at 22.5%, and have witnessed an increase near 6 PM. The data reflects as most audiences start or finish their day and have much time to open their emails.

GetResponse's research
GetResponse's research

The highest line of the graph is the open rate. The middle line is the click-to-open rate. The lowest line is the click-through rate. The data shows the number of messages delivered in percent value.

If you want to determine the time to send your emails, it is important to keep your audience in mind. If your purchaser persona is a professional with a nice job, you should send emails during their downtimes.

If you want to add a sale or promotion in your emails, consider sending them during their break times, such as lunch times.

In addition to maintaining daily routines, it is useful to look at click-through rate, click-to-open rate, and open rate when you create emails.

Click-through rate

Click-through rate represents the number of people who enter a link or open a picture in an email. This number is normally smaller than the sum of opened emails because some people will enter your email but leave it behind without interacting with it.

Click-to-open rate

When it comes to comparing the number of individuals who enter your emails and the number that accessed any links, that data is known as click-to-open rate. This metric lets you define which information in your emails is essential to customers. To find click-to-open rate, let’s divide click-through rate by the open rate and multiply it by 100%. For instance, if your emails gain clicks and 150 opens, your click-to-open rate is 50%.

Open rate

The open rate is the percentage counted from the number of subscribers who had the email campaign opened. Emails with high open rates will have short, efficient subject lines. Furthermore, they’re improved for previews and preheader text.

Omnisend

Omnisend - Date Research

Omnisend conducted analysis on more than 2 billion email marketing campaigns sent via their platform to gain insights into best practices, including list building and campaign timing.

They discovered that promotional emails yielded the best results when sent during the workday.

Open rate

Omnisend - Open rate

Studies examining optimal email campaign send times indicate that 8pm, 2pm, and 11pm are associated with the highest open rates. Clickthrough rate

Omnisend - Clickthrough rate

According to Omnisend’s research findings, the peak clickthrough rates occur at 5am, 6 am, 5 pm, and 6 pm.

In the evenings, it’s understandable that people engage with emails after finishing work. The high click rates observed between 5am and 6am are likely due to minimal competition during that time. Individuals who are awake and receive emails during this period are more inclined to check and click on them, as there are fewer new emails in their inboxes.

In conclusion, the best time to send emails depends on your specific audience and goals. General studies suggest mornings are best for opens, but afternoons and evenings can be good for conversions. Test different times to see what works best for you!

Best tips to create an email schedule for your audience

As an email marketer, it’s crucial to establish a schedule that suits your audience’s preferences. Here are some tips to achieve this goal:

1. Collect data

You can easily gather data to understand your target audience better. Utilize tools such as Google Analytics and Facebook Insights to obtain insights into demographics, locations, and interests. This data enables you to make informed assumptions about their lifestyle and determine when they are most likely to engage with your emails.

2. Review open rates

If you have prior experience with email marketing, it’s advisable to examine the open rates of past campaigns. The optimal open rate may differ based on your industry, with an average rate around 20.94 percent.

If you’ve attained a satisfactory open rate in the past, there’s no need to overhaul your strategy. Simply analyze the times at which those successful emails were sent and schedule your future emails accordingly.

In case your open rate is low, it’s essential to adjust the timing of your email sends. However, remember that open rates aren’t the only metric to consider. Evaluate other important metrics including click-through rates, conversion rates and bounce rates

3. Learn from your competitors

It’s a good idea to find out what your competitors are carrying their email marketing strategies. You can accomplish this detective work by simply visiting their websites and subscribing to their emails.

If you realize that most competitors are sending their emails at a specific time or within the same time range, there is probably a reason they’re doing so. They may have done some research on your industry, audience, and their own digital experiences.

Always test but consider starting with their email schedule as a guide for your own.

4. Apply A/B testing for your emails

A/B testing different send times is crucial to consistently identify the optimal timing for your audience. Send emails at different times and compare metrics like open rates and conversions to determine the most successful timing. Regular testing is necessary as the ideal time may evolve, ensuring continual adaptation and learning of effective strategies.

Read more:

Summary

Have you had the answer for yourself?

With minor enhancements, you can create more catching email subject lines, interest more subscribers with storytelling, and generate higher-converting email CTAs.

Bear in mind that you should analyze your audience and implement A/B tests to see what works for them. Besides, remember to utilize these above data as a reference.

You can share your experience with timing emails in the comment section below. Thank you for reading!

Brian

Senior Magento Developer who is passionate about development and love technology



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