Everyone who wants to reach an audience asks the same question: when’s the best time to send out an email? Should you send your marketing emails on Monday morning, Wednesday at lunch, or Friday afternoon? The right timing of an email can mean better open rates and better conversions. In this blog, you’re going to learn how to optimize your email marketing to maximize open rates, click-through rates, and drive your engagements...

Types of Email Campaign

There are many different types of email, each with its own unique tone and intent. A B2B (business-to-business) email greatly differs from a B2C (business-to-consumer) email. But how do you know when you should send out which one? Let's take a look at the different email strategies and the best times to send them.

  • Drip Campaigns: Drip campaigns are a standard for email marketing. These email campaigns should be used to encourage an action, such as getting a customer to go back to the items in their cart and complete their purchase. Popular drip campaigns include abandoned cart reminders, retargeting/re-engagement campaigns, and post-purchase follow-ups. The best time to send drip campaigns is on Tuesday or Thursday, either at 8am, 1pm, 4pm, or 6pm.
Related: Why Email Drip Campaigns Are Crucial to Your Success
  • Newsletters: Newsletters are typically sent on a monthly or weekly frequency, that can be B2B or B2C. The right scheduling is important for achieving optimal open rates. They’re important for keeping your customers engaged and keeping your business top-of-mind. Tuesday, Wednesday, and Thursdays are the best days to send newsletters, with 10am and 2pm being the optimal timing.
  • Newsletters actually perform the worst on Mondays, so try to avoid them on Mondays when you can. Overall, the best days to send emails are Tuesday, Wednesday, or Thursday at 11 AM, according to Mailerlite.
  • Follow-Ups: Email timing is more sensitive with follow-up emails, whether they're after an in-person meeting or an email that wasn't opened or responded to before. Typically, it’s recommended to wait 48 hours to send a follow-up, and the best times are between 10 and 11am, or right after lunch.

Overall Sending Patterns

  • Hubspot found that, overall, times for "the highest click-to-open rates are 10 AM at 21%, 1 PM at 22%, and a spike near 6 PM. The data reflects when most audiences begin or conclude their day and have the most time to check their emails."
  • If you are looking to send B2B emails specifically, emails have better employee engagement when sent mid-week around 10 AM. In comparison, executives and entrepreneurs tend to pay more attention to their email at 10 AM on Saturday.
  • One newsletter a week tends to be more effective than three. Sending a B2C newsletter at 7 AM Monday is going to be less effective than 11 AM on Wednesday because of people's daily schedules and routines.

B2B and B2C Emails

The schedules for sending B2B and B2C emails are different because of the target audience and the actions you want them to take.

  • When sending B2B emails, you're more likely to get engagement when sending during working hours, particularly on Tuesday, Wednesday, or Thursday.
  • B2C emails, on the other hand, offer more flexibility, as you want to send them either during breaks (lunch) or when consumers are more likely to be on their phones (e.g., after work hours, on Friday afternoons, or on the weekends).
  • Both B2B and B2C marketers agree that Sunday is the least effective day for sending emails, and that if sending emails during the week, Tuesday and Wednesday were the most effective.

They Opened The Email...Now What?

Each email should have a purpose and a clear call-to-action. You also may want to try segmenting your emails based on customer data. This will make sure you’re sending the right emails to the right audience in an effort to maximize engagement, open-rates, and conversions.

Many email marketing platforms have automated analytics that can help you pick the best time to send each email based on previous email sends. Consumers today are inundated with emails from different companies, so yours needs to stand out. Personalization, whether it’s segmenting the email list based on purchasing behavior, other analytics, or sending tailored offers, helps to increase engagement and the likelihood that the customer will take action.

Don't forget. Email frequency matters, too - if you send too many emails, it can lead to lower engagement and a higher unsubscribe rate. An email is an important tool for marketing and engagement, and your email timing matters. For help with making the most of your email marketing efforts, get in touch with our digital marketing team. We know our way around the web, and can help you get into the right inboxes at the right time.

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Written by Reid Broendel

When you need something done for your digital marketing campaigns, you can count on Reid Broendel to find a way. Reid has been on the Ironmark digital marketing client services team since May of 2019. Reid holds the position of Lead Digital Marketing Specialist and brings with him a knack for content management, as well as an enthusiasm for client support, able to jump in at a moment’s notice to help clients and team members on any and all digital marketing needs. From installing tracking codes, to building out emails, to planning out content calendars, Reid is always happy to help. Reid is a graduate of Penn State University, with a B.A. in Advertising. He runs on coffee and spends all his days not in the office working next to his cats.

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