Email marketing is great. But when you send your emails is just as important! Most of the time, it is more important to plan when your audience will see your email than what you are saying.
Imagine it’s a busy Monday morning and you have just opened your emails. It is the start of a new week and you are expecting many calls, emails, and messages today. Suppose you see an email promotion amidst all your other emails.
Wouldn’t your first reaction be to mark it as spam or delete it? Whew! At least one email has been tended to today and you can focus on the rest, right? This is why it is important to plan when your emails are sent and when your audience sees them.
Understanding Email Metrics
Before delving into the best time to send emails, it is crucial to understand the email metrics that affect the effectiveness of an email campaign.
First, let’s delve into open rates. Open rates reveal the proportion of individuals who genuinely open and peruse the emails you send them. When your emails achieve higher open rates, it signifies that more people are actively reading your messages and are more inclined to take the desired action you intend.
Moving on to click-through rates, we come across an important metric. Click-through rates measure the percentage of recipients who click on the links embedded in your emails, usually directing them to a specific landing page. When your click-through rates are higher, it indicates that your email successfully captivates recipients and entices them to interact, ultimately driving conversions.
The Best Time to Send Emails
Now let’s delve into determining the ideal time to send your emails:
Tuesdays, Wednesdays, and Thursdays are the most advantageous days for sending emails. This is because people are settled into their work routine during these days. They are more likely to allocate time for checking their emails.
By strategically selecting these mid-week days, you significantly increase the likelihood of capturing your audience’s attention and effectively engaging them with your message. This targeted approach helps enhance brand recognition, foster meaningful customer interactions, and ultimately bolster your conversion rates.
Early Morning or Late Afternoon
Sending emails early in the morning – around 6 am or later in the evening, around 8 pm, can increase open rates since people are more likely to check their emails when they wake up or find time to unwind after a long day.
Weekends can be a low engagement period for emails. People are less likely to be engaged with emails or spend less time online. Avoid sending emails during weekends.
Consider Time Zones
If you have a global audience, consider the time zones to avoid sending an email at a time that’s too late or too early.
Consider Your Audience
Your audience requirements should be carefully considered.
For B2B organizations, it may be better to send emails mid-week to reach prospects at work when they’re more likely to be in front of their computers.
For B2C organizations, sending emails on weekends can yield better results since customers often have more free time on weekends with increased leisure time.
Frequently Asked Questions
Reflect on the purpose of your email campaign. If you’re inviting recipients to an industry conference or event, it’s crucial to send the email well in advance. This allows your recipients ample time to plan and make arrangements to attend. Conversely, if your goal is to promote a limited-time offer, it might be more effective to send the email closer to the expiration date to create a sense of urgency and prompt immediate action.
If you’re planning a series of emails as part of a campaign, it’s wise to stagger them across different days and times. This approach allows your audience to absorb and engage with each message individually, without feeling overwhelmed. Sending multiple emails in quick succession may result in recipient fatigue and decrease their responsiveness. Strive for a balanced approach that fosters gradual communication and builds momentum over time.
Consider the characteristics and preferences of your specific audience. Are they mostly office workers, parents, or students? Think about their daily routines and schedules. For instance, if you’re targeting professionals, sending emails during regular office hours on weekdays might be more effective. However, if you’re targeting parents, evenings or weekends when they have more free time might yield better results. Understanding your audience’s habits and behaviors can help you select the ideal timing for your email campaigns.
There are different ways to segment your email list such as geography, interests, buyer personas, or engagement levels to send targeted messages that resonate with recipients. Give your audience time to digest your message, and to avoid making too many requests in one email.