Timing Is Everything: The BEST Time to Send Email Campaigns
As a marketer, you know that you should always send your email campaigns at the most optimal time in order to get the most opens, clicks and engagement.
Just like brick and mortar businesses tend to have “rush hours” when people are most likely to visit their retail store, restaurant, etc, the same can be said for email!
There is always a time when your audience is most likely to jump into their inbox and check their emails.
So how exactly do you find that “sweet spot”?
Let’s Look at The Data
Studies performed by Experian found that emails get opened the most on Saturdays, followed closely by Tuesday’s.
While Customer.io shows Tuesday Afternoon as the number one most optimal day of the week to send your emails.
Data from Wordstream shows Tuesday, Wednesday, AND Thursday to be “favorite days” to send emails.
So, what does all this data tell you?
More than anything else, this data shows that there is NO perfect day or time to send your email campaign. It tells you that the optimal send time is… subjective.
It’s subjective to your:
And many other factors.
So, if you run a Non Profit Organization, your time and day of sending your newsletter will be different from a company in the Fashion space.
But even though your send time is unique and depends on many factors, you can still make near accurate calculations as to what timings could work well for you.
And in this post, we’ll discuss the different ways to do just that.
Optimal Send Times Based on Subject Lines
Your past campaigns’ performance can be a great indicator of the times and days that get the highest open and click-through rates from your audience.
To find these times, look at all your sent campaigns, compare their open rates, then mark out the campaigns that got higher than average responses.
Look at the subject lines of each of the campaigns you’ve just shortlisted.
If you’re wondering why we’re looking at the subject lines… well, we’re doing so because subject lines have a major influence open rates.
So What Are We Looking For?
Look for campaigns that have “ordinary” or “generic” subject lines like this:
List out these emails and note down the times (and days) they were sent at.
However, if you send out a subject line like:
You’ll naturally get higher open rates with this subject line. The hike in opens for this campaign will have little to do with when sent it and everything to do with the subject line for the most part.
With this little exercise, you should be able to identify the time that “generally” gets the best response for your campaigns.
Optimal Send Times Based On Your Target Audience (& What You Want Them to Do)
To better understand this method, let’s look at an example.
Assume that you sell a lead-building solution, and you want to send a newsletter about the latest features you’ve launched.
Your target audience is comprised of VPs and C-suite marketing professionals.
The results you expect from this email are:
- Queries from existing customers asking if these features are right for them
- Demo requests from potential customers
When do you think you should send this email?
Should you send it on a Friday, Saturday, or Sunday?
Why? Because it’s unlikely that a company’s senior marketing team would pay attention to your email on those days.
How about Monday?
Monday also rules out because it’s a rush day… which leaves us with Tuesday, Wednesday, Thursday…
Now let’s work out the time… What time should you send it at?
Well, sending it at 8 AM would be too early, your subscribers wouldn’t have started their work day by then and if you send it too late after the lunch break, they might open your email but get busy and never get back to you.
That leaves us a range between 9 AM to 2 or 3 PM.
Any time in this range should do.
Optimal Send Times Based On… Sendlane’s Optimized Timing Feature!
Ultimately, when it comes to send times, experts agree that it’s different for each marketer.
If you don’t have enough data to sift through in order to determine the right send time for your emails OR you simply just don’t want to deal with the hassle of trying to figure it out on your own… Sendlane’s optimized timing feature is the perfect solution.
Optimized Timing will track your subscribers habits and automatically deliver your emails when your subscribers are MOST likely to open them. The best part? Never worry about time zones again!
For a more in depth explanation of Optimized Timing, head to our knowledge base HERE.
Optimal Send Time
You know… we’ve all been there.
Struggling with timing and scheduling email campaigns.
But our experience has shown us that beyond a point, you really need to think about your subscribers and how you can pack more value into all your email communication.
And as I said in the beginning, data about the optimal send times can only give you an idea of what could work, but it sure can’t be the foundation of your email campaign schedules.
So, grab a free trial of Sendlane, get testing and find out when your subscribers are the best engaged!
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