As a starting point, put yourself in the shoes of your subscribers. Think about their daily routines, habits and mindsets. You might not have all the data yet, but you probably know your target audience pretty well. When would they be most likely to engage with your email campaigns?
Often, their week plays out something like this:
Email marketers generally agree that Monday is the wrong time to send a newsletter. People are busy adjusting back to their workweek. Business emails will inevitably be prioritized over promotional emails. Because of the emphasis on catching up with work, many say that Monday is one of the worst times to send your newsletter (although our 2021 data suggests it can still generate surprisingly high open rates). 🤷
Most email marketers believe that Tuesday, Wednesday and Thursday are good days. In the middle of the week, your email subscribers are settled into their work routine and consistently checking their inboxes.
On Friday, everyone is daydreaming about the weekend and rushing to finish work so that they can go offline. However, we have found that Friday afternoons can be a good time, especially right after lunch. People are usually winding down for the weekend and are less likely to start new tasks, giving them more time to check their inboxes.
This is a tricky one. Although there are always exceptions, some cultures, such as in France and Italy, will rarely check their mailboxes outside of working hours. But in other cultures, such as the United States, Sunday evenings can be an ideal time, as Americans tend to prepare for the work week the evening before.
Also, people generally receive fewer emails over the weekend, so it could be easier to capture their attention. As a rule, it’s best to test different sending times for your target audience, to find out what generates the highest open and click rates.
By logically going through the days of the week, you can make some educated guesses about when to send your email. But we’ve taken it a step further and dug up our 2021 stats compiled from over 2.5 million campaigns.