Does Timing really matter in Email Marketing?

Does Timing really matter in Email Marketing?

According to a 2012 study that analysed 8 million messages sent from Australian accounts, emails have the best results (23.63%) within the 1st hour after delivery. Most emails are sent from 6 a.m. to noon; the least amount occur from midnight to 6 a.m.;the hours that see the most click-thrus are 8 a.m., 9 a.m., 3 p.m., 8 p.m.; the hours that see the most opens are 8 a.m., 9 a.m., 3 p.m., 4 p.m. So, what is the best time to send email campaigns?

Why not to hold on to a particular time?

There are conceptions of about sending the emails at some days at a particular point in time resulting in better CTR and Render rates. Like, for maximum open and click rates the best time to send an email campaign is morning and early afternoon. The fact is, your industry, your business, and your audience have unique demands and desires. You’ve got to test (and test, and test) what works in your world, and then test some more.

Smart marketers do not hold on to the text book practices of sending out an email at a point of time on one good day. It is difficult to actually understand the virtual consumer behaviour patterns and therefore rather than waiting for 9 a.m. On a weekend or 7 p.m. On wednesday, it remains advisable to keep the testing on at varied frequencies on different timings and days respectively.

One more legitimate reason for not acceding conventional wisdom is because of the unalike time zones. In case, you send out an email taking in to account Monday 3 p.m. (EAT) Sydney, AU the best time for decision making for example, it is likely that the same email is in the box over the Sundsy 10 p.m. Sunday (PST) CA, USA.

What’s the best time to send email newsletters ?

According to Kissmetrics, In the luxury market, it is found that catching our clients very early in the day yields better results. Consumer promotion emails are best sent between 7pm and 10pm. Holiday promotion emails are best sent between 5pm and 7pm. Emails related to property and financial services are generally opened between 3pm and 5pm. Email abuse reports are reported highest in the early morning during all days of the week, with the weekend being the highest.

Email bounce rates occur highest in the early morning during all days of the week, with the weekend being the highest. Email open rates and click rates are highest in the early morning during all days of the week, with the weekend being the highest.The optimal email sending frequency is generally 1 to 4 emails a month.

What’s the best day to send email campaigns?

The best days to contact businesses are Tuesday to Thursday. Monday has proven to have too many meetings to reach decision makers, and on Friday most people would prefer to leave early before the rush hour than receive your email, no matter how cool the email marketing and offer may be. Consumers are more likely to spend more time on the Internet on Friday to Sunday and hence have more time to consider your offer. Therefore, you need to work upon the best day to send email newsletters according to the nature of your business.

To Schedule or not to Schedule?

While some brands like Newegg, Fox News, Yoga Journal believe in scheduled emails; some others like Bed Bath and Beyond don’t. This can be because their content is not time specific or their consumers/subscribers have a deep sense of Brand Loyalty. You can plan your own campaign looking at the test results, subscribers preferences, industry, target audience and much more….

Aayush Gupta

Sr. Manager, Brand & Marketing
Aayush brings an inquisitive, rational and dedicated approach to brand marketing.