It is not only the content of your marketing email that determines its success, but also its context. This may include a number of things, one of which is email send times. It may seem like an insignificant detail when compared to the effort you put into perfecting the content of the email, but it can make a huge difference.
If someone is busy at work or asleep when you email them, they probably aren’t going to see it for a few hours, by which time their inbox will have filled up with emails from numerous other senders. With a full inbox, people are going to be more selective about which email they open, making them more likely to delete yours without reading it.
So, when is the right time to send an email?
This will largely depend on who your audience is. One of the key determining factors is whether your audience is B2B or B2C, as they have very different needs and habits.
Peak B2B email sending times
It is largely held among marketers that B2B emails should be sent in the middle of the week. Think about it this way; when you get to work on Monday morning you probably have lots to catch up on from over the weekend, and your inbox may be filled with work emails that have come through during that time. These are going to be your main priority, so you are likely to ignore or delete any marketing emails that might take up your time.
Similarly, by Friday you are already winding down for the weekend and don’t want to get too involved in anything that might keep you at work late. You might avoid your emails entirely so that you don’t see an email asking you to do something that will take a lot of time.
B2B marketers should avoid these days. Instead, Tuesdays and Wednesdays are generally considered as the best options. Late morning or early afternoon are thought to be the best times because readers will be checking their emails at work. Most people don’t want to deal with work outside of work hours, so avoid evenings.
Peak B2C email sending times
For B2C marketing emails, it is best to avoid typical working hours as most people do not check their personal emails at work. If they do, they most likely don’t have the chance to respond to them. Because of this, early mornings before work and evenings after work are generally the best times to send to a B2C audience.
B2C marketers can usually be more flexible when it comes to what day of the week to send on but many also find Tuesdays and Wednesdays to be the most effective. Weekends can also be an option for B2C marketers, as consumers have more free time and may be looking for something to do or something to spend their money on.
Sending emails at the end of the month is a good idea because most people are paid at the end of the month. Consumers will be more willing to spend their money as they have more of it at that moment.
The best way to determine when the optimum sending time is for your audience is to test it. Use A/B testing to see which send times and days get the highest engagement rates, and see if you can identify the perfect time.