You’ve written a great marketing email and now you don’t know whether time and day have any influences on the conversion rate. Each day has it’s pro’s and con’s. What am I saying… Each hour has a different opening rate. Have you ever wondered what the best time is to send an email? Read this article and find out what time is the best time to send out your marketing email.
New ways of reading
The time of the day that people read their emails made an enormous shift with the introduction of smartphones. People don’t just read emails from their desktop anymore, mobile devices have definitely changed that. People check their email when in line waiting for their coffee, while watching tv, or even when they’re laying in bed! Making it no surprise that 41% of emails are opened first on a mobile device. This creates a broad time in which you can effectively reach your target audience with marketing emails. (Make sure that your email is readable for all devices to get higher click trough rates!) Below is a graphic showing the opens by environment.
Now we know what devices are used, it is time to look at how and when we open emails. Read on to find out more about what days and hours are best to send your emails.
THE MONDAY BLUES DOES NOT EXCIST! Mondays are often assumed as the worst day of the week, thus making it the worst day to send an emai. This is incorrect! Mondays are actually good days as people are still buzzing and in an afterglow state of the weekend. Though this does have an affect on opening rates. People tend to make more small talk and hang around in the offices of colleagues, leaving them with less time to check their email. Also, after a nice weekend people are loaded with emails. Leaving little time to open marketing related emails, which in that case will usually end up in the trashcan after they’ve sorted out their inbox. Don’t be alarmed and give Monday a chance, it is definitely not the worst day of the week to send marketing emails.
Tuesday is officially the worst day of the week for employees, the afterglow of the weekend is over and people get back into their working rhythm. Though it may be a bad day for most people, Tuesday turns out to be the best day to send a marketing email. What do people do when they feel a bit depressed about the week? They do other things than working. As people are feeling a bit blue, they are tempted to look at those non-work related emails. This way you can turn the worst day of the week, into the best day of the week!
On Wednesdays there is a slight dip in the marketing email volume, open rate and click through rate. Wednesday is, for an unknown reason, a bad day to send emails. Slightly worse than Mondays, but a little better than Fridays. It is one of those in-between days.
Thursday is the day after the Wednesday dip and before the day that people have to finish important errands. Making Thursday a popular day for email marketers, providing them with an above average opening rate and high click through rate.
Friday, the last day of the working week. People try to get their work done so they can start clean on Mondays and leave early, leaving them no time to check marketing emails. This is why there is usually less email traffic during Fridays. Sending your marketing email out on Friday does provide the highest click through rate as people sometimes save the mail for the weekend if it’s interesting enough.
During the weekends fewer promotional emails are sent, creating an opportunity for some companies to take the scoop and email when there is less competition. Why are there so few marketing emails sent our during the weekends? This is because people do time consuming activities during the weekends. People are visiting family, exercising, shopping or cleaning, leaving them with little time to check their email. Though the opening rate lower than during weekdays, the respond rate in turn is higher that during the weekdays.
Below is an info graphic showing volume, click through rate and response rates per day.
What’s the best time?
After looking at the best day of the week to send marketing related emails, it’s now time to look at opening rates per hour of the day. Below is a graphic that displays the opening rate of marketing emails per hour.
As you can see between 12 – 4 am people are sleeping resulting into a low opening rate. After 4 people start waking up resulting into a growing opening rate that peaks at 9am. At 9 am people start working leading to a small dip until 12pm the start of lunchtime. After lunchtime (1pm) the opening rate again increases a bit until 4 pm. After 4 people finish of their work and make ready to go back home resulting into a declining line going deep into the night.
Tuesday and Thursday are the days during which most marketing emails are sent out and highest opening rates are measured. Though it might be a good idea to try out different days to let your message stand out from the crowd and to see which day works best for you. Please take into account that this is advice based on research, depending on your country of residence, target audience and subject results may differ. Test what works out best for you. You’ve got to know your audience to pick the best strategy for you! (You can already learn a lot from your audience by looking at the opening, click trough and response rate)
Let me know in the comments below whether changing your email’s sending time has improved your conversion rate!