When it comes to email marketing, timing can be just as important as content. You could have the perfect email, with compelling copy, a strong call-to-action, and attractive visuals—but if it lands in your subscriber's inbox at the wrong time, the chances of it being opened and acted upon are significantly reduced. Understanding the best time to send your emails can significantly impact your open rates, click-through rates, and ultimately, conversions. But how can you determine the optimal time to send your campaigns?
In this guide, we’ll explore how to find the best send time for your emails by considering key factors that influence timing, providing practical tips for testing and optimizing, and helping you make informed decisions for maximum engagement.
Why Email Send Time Matters
Email marketing is all about reaching the right people at the right time. When you send your emails at an optimal time—when your audience is most likely to be checking their inboxes—your emails are more likely to be opened, read, and acted upon. However, if your email arrives when recipients are distracted, busy, or offline, your chances of engagement drop significantly.
Recent research shows that email open rates can vary by time of day and day of the week, so finding the right send time is essential for improving your campaign’s performance. While there is no universal "best time" for all businesses, understanding your audience's habits can help you pinpoint the ideal time to send emails.
Key Factors That Influence Send Time
Audience Time Zones and Geography
The first thing to consider when deciding when to send emails is your audience's location. If you’re targeting a global audience, sending emails at the wrong time for a particular region can lead to missed opportunities. For instance, if you send an email to a customer in California at 9 AM Eastern Time, it will arrive at 6 AM local time, which may be too early for most people.
To maximize engagement, segment your email list by time zone, and schedule emails to be sent at the most appropriate time for each region. Many email marketing platforms allow you to automate this process.
Audience Demographics and Behavior
Different demographics engage with email at different times. For example, if your audience consists mainly of professionals or B2B (business-to-business) customers, emails sent during standard working hours (typically 9 AM to 5 PM) are more likely to be opened. These customers are typically checking their inboxes regularly throughout the workday.
On the other hand, B2C (business-to-consumer) audiences—especially those who work from home or have more flexible schedules—might be more likely to check their emails in the evenings or on weekends. Understanding your audience’s behavior can help you find the best time for your specific market.
Industry and Type of Email
The type of business you operate and the nature of the emails you send also play a crucial role in determining the best time. For example:
- B2B Emails: For businesses targeting other businesses, emails sent during weekdays and during business hours tend to see the best engagement.
- B2C Emails: For consumer-facing brands, weekends or evenings might be the ideal times to send emails, as many people check their personal emails during downtime after work or on weekends.
Additionally, the type of email you're sending—whether it’s a promotional offer, a transactional email, or an informative newsletter—also affects when your audience will be most responsive. Promotional emails may be more effective when sent during off-hours, while important updates (like order confirmations or shipping notifications) should be sent promptly to avoid customer frustration.
Past Campaign Data
One of the best ways to determine the best send time is by looking at the performance of your past campaigns. Email platforms like Klaviyo often provide detailed analytics that can tell you when your subscribers are most likely to open and engage with your emails. Review metrics like open rates, click-through rates (CTR), and conversions to identify patterns. You may find, for example, that emails sent on Wednesdays at 10 AM consistently outperform those sent on Mondays or Fridays.
Tips for Finding the Best Time to Send Emails
A/B Testing
A/B testing is one of the most effective methods for determining the best time to send emails. To conduct an A/B test, send the same email to different segments of your list at various times of day and days of the week. Then, compare the results based on open rates, click-through rates, and conversion metrics. Over time, you’ll gain valuable insights into the specific time frames that resonate most with your audience.
Use Email Automation and AI
Modern email marketing platforms often feature automation tools powered by artificial intelligence (AI) that can optimize send times for individual subscribers based on their past behavior. These platforms analyze when each subscriber typically opens and interacts with emails, adjusting send times accordingly to increase the likelihood of engagement. Using AI-driven send-time optimization can save you time and increase campaign effectiveness without manual intervention.
General Guidelines
While there’s no universal "best time" for all brands, research suggests the following general trends:
- Weekdays (Tuesday to Thursday): Mid-morning (10 AM - 12 PM) or early afternoon (1 PM - 3 PM) tend to be ideal for emails, as recipients are likely to be at their desks and checking emails during these hours.
- Weekends: If you're targeting consumers, weekends, especially Saturday and Sunday afternoons (12 PM - 2 PM), can be an excellent time to send emails, as people have more time to browse personal emails.
- Avoid Monday mornings: Many people are catching up on emails from the weekend, so Monday mornings tend to be busy, and your email could get lost in the shuffle.
Monitor and Adapt
Email marketing is not a one-size-fits-all strategy. The best send time can change over time as your audience’s behavior shifts, new subscribers join your list, and the market evolves. Continuously monitor the performance of your campaigns and be ready to adjust your timing strategy based on new data.
Timing It Just Right
Finding the best time to send emails is an ongoing process that requires testing, analysis, and a deep understanding of your audience. By segmenting your email list by time zone, considering audience behavior, leveraging past campaign data, and experimenting with A/B testing, you can determine the optimal send times that drive higher open rates and conversions.
Remember, email timing isn't just about choosing a specific hour or day—it’s about understanding your audience's preferences and behaviors, and then refining your approach to meet their needs. With the right timing, your email marketing campaigns will be more effective, leading to better engagement and stronger results.
