Best Hour To Send Email Marketing – Like you, we thought about it too. So we decided to update (and expand on) the research we did earlier and identify the best days and times to send emails in 2020.
We only included SMB customers in our analysis and tracked campaigns that reached at least 1,000 contacts.
Best Hour To Send Email Marketing
We looked at what time and day customers sent their email campaigns and what open, click and click-to-open rates they generated.
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With this, in addition to global results, you will also be able to view data separately for the following regions: US & Canada, DACH, EMEA, Asia Pacific, CEE and LATAM.
We can argue that there isn’t even a best time to send emails. Or maybe it does, but it’s not something shared by a larger group of subscribers. This is largely an individual matter.
While this may be correct, there are times when we have no choice but to manually schedule our email campaigns.
So if you need to choose the best time to send emails yourself, this data will come in handy.
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Think about the numbers: Even if you can increase your email click-through rate by 0.5 percentage points (from 2% to 2.5%), that can lead to a 25% increase in sales revenue from a single campaign. For most companies, this is of great importance.
Just remember that every audience is different. So compare these results with what you experience or what your intuition is telling you. Use it as a starting point for more complex tests you’ll run on your target audience.
Everyone is different, and if working remotely has taught me anything, it’s that we all have our own schedules and preferences.
In addition, there are many other factors that can affect the optimal timing of a campaign, such as:
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So, if you don’t need to deliver all your emails at once, you may get better results if you tailor your communication to each subscriber’s needs.
The best part is that it doesn’t require any extra work on your part, that is if you use the right email marketing software. If you plan to send emails using a send time optimization tool like Perfect Timing, an advanced algorithm will do all the work for you.
With one click, you can ensure that all your contacts receive your message when they are most likely to be interested.
Editor’s Note: If you choose to send emails manually, here are some tips for sending emails the right way.
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Global data suggests that the best time to send emails is 4:00am (if you look at open rates) or 6:00am (if you look at click-through rates).
While 4am may seem more significant as only 1.2% of messages were sent during that time, 6am when 3.95% of messages were sent looks more encouraging.
If recipients are likely to read your messages in the morning after waking up, try to send them at 6 am.
This approach will make it more likely that your emails will end up at the top of your contacts’ inbox, relegating the previous evening’s emails to the bottom.
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However, if your recipients are unlikely to read and respond to your emails this early, you should choose a time that makes the most sense for them.
As a rule of thumb, emailing between the hours of 8am and 5pm is a safe bet.
In this context, both the open rate and the click rate are the most stable. At the same time, more than 64% of all marketing e-mails were sent.
Our global data suggests that days of the week play a smaller role when optimizing campaigns for open and click rates.
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With the exception of weekends, when the average opening rates were the lowest, the differences between individual days of the week are small.
Friday, which topped the list for the number of openings, had an average opening rate of 20.58% – just 0.73% higher than Thursday, which was at the bottom.
In terms of clicks, Tuesday was the best performer with a click-through rate of 2.33%. However, this is only 0.14% more than the lowest result, even after taking the weekend into account.
However, you should always consider who you’re targeting and when they’re likely to interact with your emails.
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Formulate a hypothesis and test it. Who knows, you might find the perfect spot when your audience is most active and least competitive?
Marketers who send emails at 4am have the highest open rates, while those who do so at 6am have the highest click-through rates.
Most e-marketers send out their newsletters during standard business hours, which is 6:00am to 6:00pm. Emails sent during this time frame represent 81.14% of all emails we analyze.
Globally, we could see open rates and conversion rates remain relatively stable throughout the day. However, in the United States and Canada, these rates drop even more after 10:00 AM.
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In general, if you are emailing recipients in the US and Canada, you need to take extra care when sending your messages. If you can’t target each subscriber individually, it’s best to launch email campaigns at 6am or around 9-10am.
If you’re targeting audiences in the United States and Canada, plan your campaigns more carefully.
Friday and Monday are the best days for open odds. They achieved an average opening rate of 20.42% and 20.11% respectively. Sunday, which finished at the bottom of our list, received only 17.81% of openings.
By the number of clicks, Thursday and Tuesday are the leaders. The average CTR achieved on those days was 2.70% and 2.68% respectively. The difference between Thursday and Monday, which had the lowest click-through rate, was 0.29 percentage points.
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You could argue that it’s not much, but it’s more than double what we’ve seen around the world.
At first glance, it seems that the most optimal time for sending email campaigns is 2:00. Then we saw both the highest open rates and click-through rates.
Problem? Only 0.53% of the emails we observed in the Latin America region were sent during that time. This means that the sample is small and the probability of error is high.
Moving beyond 2:00 a.m., we see that average performance is relatively stable from 6:00 a.m. to 4:00 p.m.
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Apart from the fact that the optimal deadline ends earlier (16:00), these results are similar to what we have seen for other regions.
In general, if you’re targeting Latin America, it’s best to send email campaigns in the morning and early afternoon.
Most marketers send emails between 6:00 a.m. and 4:00 p.m. This is most likely because they want their recipients to read their messages as soon as they enter the office or before they leave the office.
If you have an engaged audience and high-quality content, you don’t have to worry about the best day to send emails.
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Although Monday was the best performer in the Latin American region, it was not significantly better than the rest of the week.
The only day that stands out is Sunday, which was the worst in terms of both open rates (18.18%) and click rates (1.39%).
Most of the regions we’ve analyzed so far have had relatively consistent engagement rates throughout the day. After the initial peak, the figures remained unchanged until late evening.
It is a completely different story in Central and Eastern Europe. Here we see two peaks. The first from 10:00-12:00, the second from 17:00-19:00.
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Interestingly, the latter ends with the hour of greatest performance, 7:00 p.m., when we recorded the highest number of opens and clicks.
This suggests that consumers in the CEE region start sending emails a little later than elsewhere, but still respond to them after standard business hours.
For marketers targeting the CEE region, this leaves more room for flexibility as they don’t have to worry about launching campaigns in the morning.
Marketers targeting CEE audiences are more likely to open and click on their messages if they send their campaigns earlier in the week.
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Email engagement is highest on Monday (20.42% OR, 2.32% CTR) and slowly declines throughout the week.
For the most part, we continue to see marketers get relatively decent open and click rates during standard business hours. In particular, the most optimal time period is somewhere between 9:00 a.m. and 6:00 p.m.
However, it’s surprising that marketers are still sending emails late at night. Over 18% of all emails were sent between 9pm and 2am.
Although these emails have lower open rates, their CTRs are not always low. 23:00 topped the list in terms of clicks with a result of 3.11%.
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If your target audience is in the Asia Pacific region, send emails in the first half of the week.
That’s when consumers showed the highest engagement rates and
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