When to Send Emails
Mornings are when people are trying to sift through a deluge of emails, midday is too close to lunchtime, early afternoon risks the post-lunch coma, late afternoon is too close to quitting time, the evening is spent doing anything but work, and the deep of night might as well be a black hole.
Monday’s too close to the weekend. Tuesday’s too productive. Most people spend Wednesday unable to believe the weekend is so far away. Too many companies send emails on Thursdays. No one can be trusted to read anything on Friday. As for Saturday and Sunday, how dare you.
Seems like there’s always some reason you shouldn’t send an email to prospects at a specific time or on a specific day of the week.
What’s a marketer to do? My default is to send emails in the midmorning (before 10am) on Tuesdays or Thursdays. My past experience has led me to the following conclusions about this strategy:
- These days are known to be the most productive for both home consumers and B2B prospects at their jobs.
- Your recipients are most likely to open emails in the morning, as they are preparing for the workday.
These three factors combined mean that you should aim to hit inboxes on the day when recipients are most productive, at the time of day when they are most likely to open emails. In my (very specific) case, that ends up being midmorning on Tuesdays or Thursdays for most clients.
I’d love to say this is the right answer for everyone, but sadly, I can’t. There’s no one perfect answer to this question. That’s why I suggest you use A/B testing to determine what time of day works best for your emails. Send one batch of emails on Tuesday at 9:30am and the second on Thursday at 9:30am. Or Tuesday at 10:30am and Wednesday at 9:30am. Or Sunday at 2:00pm and Monday at 12:00pm. The more tests you conduct, the more you can zero in on the best time for your company to send its communications. Keep in mind that your recipients may be in different time zones and consider sorting/testing by time zone to maximize conversions.
Found a way to test email blasts that you love? Discovered the answer to when to send emails? Tell me about them in the comments.