Your marketing team might have taken days to design an email with precision. However, you send it out to thousands of recipients at a random hour of the day and the day of the week. And, it ends up reaching your recipients while they are rushing for work, and by the time they check their inbox, your email is buried under a pile of other emails. So, the email that your team was so excited to send out ends up being unopened just because you sent it at the wrong time. What a nightmare!
So, if you don’t want your marketing to go to waste, you need to know the best time to send out marketing emails. But then, how do you figure out the best time to send marketing emails?
The Most Appropriate Time To Send An Email
The time you choose depends on the kind of email you’re sending out.
In general, the largest click-to-open rates are at 1 p.m. (22%) and 10 a.m. (21%), with a peak around 6 p.m. That’s the time when most people start or end their days and when they have the best opportunity to go through their emails.
However, if you’re looking for more precise information on when and how to send emails, you can use email marketing software. Using it, you will get an analysis of your email marketing campaigns and a report on their performance. It is the most efficient tool for data collection in today’s age.
People are most likely to open and read emails in the middle of the week. It’s also worth remembering when the lowest unsubscribe rate occurs: at the start of the week.
When determining the best time to send your emails, keep your audience in mind. Sending emails during your buyer persona’s optimal downtimes is perfect if your customer profile is a worker with a nine-to-five job.
The Ideal Time To Send B2B & B2C Emails
B2B emails for the ordinary 8-5 office workers should be sent at 10 a.m. on weekdays. On the other hand, business owners and managers open emails more often than ordinary employees. Therefore, the day of the week has less of an impact. Considering the high open and click rates at 10 a.m. on Saturday, it is the ideal time for these people.
To help your campaign perform, segregate your B2B audience even further, possibly by job role or rank, in order to accommodate diverse behaviors and working styles with your email sends. You might even discover that alternative times are more suitable for your list.
On the other hand, there isn’t much of a variation in open rates for B2C email campaigns on different days of the week. On the other hand, Saturday at midnight is the perfect time for email marketing campaigns to perform.
Understanding The Success of Your Email Campaign
There’s something you need to know first if you’re asking what the optimal time is to send a marketing email. No one can answer this for you but yourself because you need to know the audience that you’re targeting. So, what you can do is, use our knowledge of the ideal time to run your email marketing campaign and analyze your results to figure out if it worked for you or not. Here are three measures that allow you to know the success or failure of your email marketing campaign.
- Click-through rate
- Click-to-open rate
- Open rate
To ensure the success of your email marketing campaign, you must include information that will hold your recipients’ interest, giving you a quick way to engage with them. Your emails should consist of content your customers are interested in, such as special discounts, company updates, or new product/service releases.
Final Thoughts
Remember that research varies with passing time as customer behavior is constantly evolving, and performance differs depending on the measure you’re aiming for. Experiment with different approaches to see what works best for your audience.
One method to achieve this is to use an automation platform, which uses artificial intelligence to fine-tune your email messages. Moreover, it may also serve you well to hire an email strategist, someone who can help you make the most of your investment in marketing tools.
You may be interested in: 5 Reasons Why Email Marketing Is Necessary