Best Time to Send Email Marketing Campaign
Every marketer wonders how to optimize his or her email marketing campaign. Well, we assure you that one of the key factors is time. Timing is everything right? So when is the best time to do email marketing campaign? Here we provide you the advise on this matter.
Night vs Day
According to Experian email marketing study, across all industries found that recipients are surprisingly active late at night. Unique open rates averaged 21.7% from 8pm to 11:59pm and 17.6% for 12am to 4am. Moreover, this late night group was more likely to click through, with open rates of 4.2% and 3.2%, respectively. These night owls also had the highest click through rates for all times of day. Based on these findings, you might want to experiment with sending your emails at unconventional times – such as 11pm or 6pm and on the weekend– to see if it yields better results.
Weekday’s vs Weekend
As for which day of the week performed best, emails sent on Mondays had the highest ROI, but emails sent on Friday had a higher click through rate. Ironically, Saturday and Sunday had the lowest volume rates, but the highest open and click through rates in the study. So even though the weekend was not the most popular time to send emails, those who opened were much more likely to engage with it and click through or purchase.
Email data from Harland Clarke also supported this finding in their recent study. Although 26.9% of emails were sent on Wednesdays, recipients viewed only 15.6% of those emails, whereas Saturday (a day when only 5.5% of emails were sent), they viewed 32.5%.
Before you change all your email marketing launches to Saturday and Sunday, we recommend you test it first. (Remember that open rates on these days are still lower.) Try splitting your list in half and send the same email to group A on Sunday then group B on Monday or Tuesday. Repeat this a few times to see where you get better results.
Mid-Week vs Mid-Day
The tried-and-true traditional approach of sending out email campaigns in the middle of the week and in the middle of the day tends to do pretty well. General know-how suggests sending emails between 1-3pm (9-11am is recommended as well). It’s safe. It’s reliable. It’s not a bad choice. Just remember, nothing ventured, nothing gained.
Beating the Rush
So as you read this post, there will be thousands of people reading the thing. Unless your competition lives outside planet Earth, they probably have heard or know all of these facts. I can sure you that they will definitely test it right away. So, this means that your email will face a ton of competition as everyone will send their emails on the recommended days and times. If you afraid your emails get lost in the hustle, probably trying something people won’t do is your best bet.
Basically, everything is depending on your audience. If your most of your audience are tech junkies, it’s worth noting that although activity on mobile devices is plentiful on nights and weekends. However, whatever you do don’t blame the hour if you’re not getting the open rates you want. To have a successful email marketing campaign you need to consider a lot of things other than the time. Good Luck!
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