Is there a perfect time for sending email newsletters? We’ve analyzed more than 170 million emails to give you an answer to this common question in email marketing.
The likelihood that your email gets opened decreases rapidly within the first hours after sending. For this reason, the choice of the right moment for sending your emails is crucial, because it has a big influence on email open rates and click-through-rates, thus, on the success of your email campaigns.
Offset between the time of sending and opening
One of the most important questions is how much time passes between sending a newsletter and the point of time, subscribers open the email. Almost half of all emails are opened within the first four hours. After one day, 80% of all openings have already taken place.
The best weekday for sending email newsletters
Is there more attention for emails sent during weekdays, or do subscribers spend more time in reading newsletters on weekends? The research results demonstrate the differences between b2b and b2c communication. While the highest open and click-through-rates among business customers could be measured on Thursdays, emails to consumers achieved the highest average open rates on Mondays. No obvious peak could be stated regarding the clicks in the b2c segment – the values of the average Click-through-rate were best on Wednesday (17.86 %) and Monday (16.66%) and worst on Tuesday (6.04%). Most b2b emails were sent on Tuesdays, whereas for b2c it was Monday.
Open rates and clicks in the course of the day
Looking at the average open rates, achieved at different times of the day, the differences between the b2b und b2c segments become obvious. The highest open rates among business customers could be tracked during the day, the open rates for consumers were low in the forenoon.
In the b2b segment, most of the emails – 59.84 % – were sent in the forenoon between 6 and 12 am. 33.4 % of all emails to consumers were sent from 6 am to 12 pm, 32.1 % even before that.
The role of the audience
Even though the results of the research can be taken as guideline and give you some clues and ideas, you still have to verify them for yourself. There is no general statement possible – depending on the target group you would like to address, the situation and the answer to the question “What is the best time for sending email newsletters” can be very different.
Analyze and test to get a sense of a good timing
We suggest to analyze previous campaigns with high open and click rates and to A/B test your email campaigns. Just split your subscriber group in two and test different times for sending your emails. Another tip is, to regard different target groups. Use the subscriber group comparison in the mailworx statistic tool to take a look at emails you sent earlier in the year. Document your finds and ongoing observations but stay flexible, even if you think you have found an ideal point of time. Continuity may have an positive effect on your results but don’t forget to surprise your subscribers from time to time!