Timing is everything. You’ve heard it all.
Marketing isn’t a simple process that can predict when your audience will be most responsive.
By studying the preferences and behavior of your target audience, you can make educated guesses about when they will most likely open to your message.
By choosing the best time to send an email, you can affect the open rates, click-throughs, and sales.
Knowing when to send emails is an important step in creating a successful email marketing campaign.
We will be discussing 3 case studies to help you understand why marketing emails are so effective.
First, we will look at some case studies. Next, we will discuss why it is important that the email timing be set according to the industry and audience.
Case Study #1: GetResponse
Let’s start with GetResponse.
- 2.85+ Million emails
- 2020’s first two quarters
- Customers of the SMB
- 1000+ contacts
GetResponse states that it is impossible to guarantee the best email results.
It all depends upon the person to whom you are sending the message. It also depends on what type of email you want to send.
Sometimes it’s subjective, they say. Everyone is unique.
We’ll be looking into the global data they provided:
The best time to send an email is
Global data has shown that emails sent at 4 a.m. and 6 a.m. have the highest open rates and click-throughs.
Note that 1.2% of emails were sent between 4 and 6 AM, while 3.9% to 6 am was the most common time.
If your audience is likely to read an email at 6:01 a.m., then 6 a.m. may be better than 4.
Sending emails to the best day in the world
Global data indicates that Friday is the best time to open rates, and Tuesday is the best time to click through.
The graph shows that open CTR does not change by the day.
Weekends only show a slight difference in the number of messages that are dropped. There is no difference in the number of messages sent between days.
Friday’s open rate average was 20.58%. This is 0.7% less than Thursday’s rate.
CampaignMonitor Case Study 2
Next, we will analyze the second case study in CampaignMonitor.
- 100 billion emails
- January 2020
All Industries have Average Email Benchmarks
CampaignMonitor will first show you the average email benchmarks for all industries.
CampaignMonitor analysis showed that these industries have the highest open rates.
- Education 24.9%
- Government and Politics 26.7%
- Nonprofit 25.5%
The industries with the lowest open rates are:
- Retail 12.6%
- Food and Beverages 15.2%
- Travel, Hospitality, Leisure 17.7%
Marketing and advertising emails have an average open rate of 18.5%.
It can be seen that open rates for advertising and marketing emails are higher than average
CTR:
According to the same study, it has the highest CTR in industries.
- Education 4.3%
- Government and Politics 6
- Nonprofit 4.1%
According to the same study, it has the lowest CTR in industries.
- Retail 1.1%
- Food and Beverages 1.7%
- Travel, Hospitality, Leisure 2%
Email marketing and advertising have an average CTR of 2.3%. The average conversion rate is 2.6%.
This shows that the click-through rate for marketing and advertising emails is 0.3% lower than the average.
The Government and Politics CTTR are lower at 6%. This means that people won’t miss important information and receive notices from the government.
Average Email Benchmarks By Day
CampaignMonitor also analyzes campaign performance by day. Friday was the winner of 3 categories.
- Friday (18.9%), is the best day to get your email opened
- Friday (2.7%) is the best day for the highest click-through rates
- Tuesday and Friday are the best days to get the highest click-to-open rates (14.4%)
Friday is the best day for sending emails. What about Friday?
Saturday is the day with the lowest email open rate (17.3), and the highest CTR (2.2%).
Tuesday is the day that has the lowest click-to-open rate (13.5%
According to both studies, Friday is the best day to send emails.
You don’t have to focus on your email campaigns on Fridays.
This study also used real data. You might also want to conduct email tests and remember your target audiences.
Case Study #3: Omnisend
Let’s move to Omnisend. This is our third study.
The first of the month? Mid-month
Best Times to Send Emails
According to the data, the average open rate and click-throughs for a given month are higher on the 7th, 12th, and 5th days.
It can be assumed that the first half of the month is more suitable for email marketing, promotions, and other types of emails.
Click-throughs and open rates are vital for any business.
Open rates let you gauge how many people are looking at your content. The click-through rate allows you to see if someone has found what you’re looking for.
Conversions can be more important than these metrics as they help you grow and develop your business.
Omnisend offers order rates as a part of its research.
Let’s see how order amounts change over a month.
Average Orders per Email Campaign
This data shows that emails sent within the first ten days of a month perform better than those sent later in the month.
Omnisend’s analysis shows that this result is not universal.
There are many reasons why customers may not be able to buy something.
The Best Times to Send Emails
Omnisend’s research found that Thursdays are the best day to send marketing emails, contrary to what we had previously mentioned.
According to the experts, Thursday, Tuesday, and Wednesday are the best days for placing orders.
More campaign emails will be sent on Friday. But, there are more orders on Thursday than Friday.
According to research, Monday and Saturday are bad days to send marketing emails.
If you need more specific results, you may want to send your weekly newsletter on another day.
Omnisend notes that results do not necessarily mean that you should launch a campaign Thursday if it’s a specific day such as Black Friday campaigns.
When is it best to send emails?
Omnisend’s study reveals that email open performance is correlated with customers’ workdays.
The study found that 8 AM is the best time to send campaign emails. The next is 1 pm and 4 pm.
8 AM is the best hour to increase your open rates. The open rate is 20.3%, and the click-through rate is 7.8%.
While it is a great time for marketing emails to be sent at 10 AM, it does not lead to many orders.
The average open rate for 10 AM email campaigns is 19.83% and the average order rates are 4.66.
Customers may not want to spend money every morning.
What to Consider Before You Send Marketing Emails
Studies have shown that email communication is not a time-bound activity.
There are other things you need to know before you send marketing emails.
The industry is one such factor.
Each industry has its click-through and open rates.
You will need different strategies for different industries.
Sendinblue also offers another study that shows which industry has its “best time”.
Let us show you how it works.
- E-commerce:
Wednesday is the best day to send email campaigns in ecommerce.
The best time to send email campaigns for ecommerce is at 10:00 AM.
- Software/SaaS
Wednesday is the best time to send a SaaS email campaign.
SaaS email campaigns should be sent between 2:00 PM and 3:00 AM
Wednesday is the best time to send email marketing campaigns.
The best time to send email marketing campaigns to market services is 4:00 PM
- For offline retail:
Thursday is a good day to send retail emails. Retail email campaigns should be sent between 8:00 AM and 10:00 AM.
Consider Your Audience Before Sending Marketing Emails
Email marketing is an excellent way to reach your audience. They can also be ignored if they’re not relevant or targeted.
It is important to understand your target audience to send out effective marketing emails, especially if it’s a B2C business.
Once you’ve identified your buyers, it’s simple to create an email campaign encouraging action.
It is important to understand the age of your target audience. You may be able to get orders via email at 10 pm if you sell computer games.
Remember that each audience is unique, and each person within it is unique.
