Email newsletters remain a powerful tool for businesses to engage with their audience, build brand loyalty, and drive conversions. However, with the deluge of emails that individuals receive daily, it can be challenging to ensure that your newsletter stands out and gets the attention it deserves. One crucial factor in achieving this is sending your email at the right time. In this article, we will explore what the best day and time to send your email newsletters are, and how you can determine the optimal schedule for your specific audience.
The Best Day to Send Email Newsletters
Studies on email open rates have consistently shown that Tuesday, Wednesday, and Thursday are the best days to send email newsletters. According to a 2019 report by GetResponse, which analyzed over 4 billion emails, Tuesday had the highest average open rate of 18.3%, followed by Thursday (18.0%) and Wednesday (17.9%). These numbers suggest that emails sent during the workweek have a higher chance of being opened than those sent on weekends.
However, it’s essential to note that the ideal day to send emails may vary depending on your industry and audience. For instance, if your newsletter targets consumers in the retail or entertainment sectors, weekends might be more favorable since that’s when people are more likely to shop or indulge in leisure activities. Therefore, it’s crucial to analyze your email data regularly and adjust your sending schedule based on your specific audience’s behavior.
The Best Time to Send Email Newsletters
When it comes to the best time to send email newsletters, research suggests that sending them in the late morning or early afternoon during the workweek yields the highest open rates. Specifically, between 10:00 AM and 12:00 PM, and 2:00 PM and 5:00 PM, your newsletter has a better chance of being seen and opened.
These timeframes align with when people typically take breaks from work, check their personal email, and plan their day. Additionally, sending your newsletter during off-peak hours might help you avoid getting lost in the sea of emails that arrive during the traditional 9:00 AM to 5:00 PM workday.
The optimal email sending time can differ based on your audience and industry. If your newsletter is for a global audience, you should send it at varying times to account for different time zones. Also, if your audience is composed of night owls or early risers, you should adjust your sending schedule to increase engagement by reaching them at the right time.
How to Determine the Optimal Day and Time for Your Email Newsletters
While general research can provide valuable insights, it’s essential to analyze your email data to determine the best day and time for your specific audience. Here are some steps to help you do that:
Step 1: Segment Your Email List
To create a personalized and targeted email campaign, segment your email list based on demographics, behaviors, or other relevant factors. Segmentation helps you to send more relevant and timely emails to each group, resulting in higher engagement rates. For example, you can segment your list by age, location, purchase history, or email engagement patterns.
Step 2: Experiment with Different Days and Times
Once you have segmented your email list, conduct experiments by sending emails at different days and times for each segment. It is essential to avoid sending too many emails at once, as it can overwhelm your audience and lead to unsubscribes. By staggering the timing and frequency of your emails, you can identify which combinations result in the highest engagement rates.
Step 3: Monitor Engagement Metrics
Monitor open and click-through rates, along with other engagement metrics, for each email campaign. These metrics will provide insight into how well your emails resonate with each segment. Keep in mind that engagement rates can fluctuate due to factors such as content relevance, subject lines, and the overall quality of the email campaign.
Step 4: Identify Patterns in the Data
Analyze your engagement data to identify patterns that can help you determine the best day and time for each segment. For example, you may notice that a particular segment exhibits higher open rates on weekday mornings or lower click-through rates during weekends. By identifying these patterns, you can optimize your email scheduling for each segment.
Step 5: Adjust Your Sending Schedule
After analyzing your engagement data, adjust your sending schedule based on the insights gathered from your analysis. Implement the optimal day and time for each segment and continue monitoring engagement metrics. Be prepared to make further adjustments if necessary, as audience preferences and behaviors can change over time.
Remember that the best day and time to send email newsletters may change over time, as your audience’s preferences and behaviors evolve. Regularly analyzing your email data and adjusting your schedule accordingly will help ensure that your newsletters continue to engage and resonate with your audience.
In conclusion, while there are general guidelines for the best day and time to send email newsletters, it’s crucial to determine the optimal schedule for your specific audience. By analyzing your email data and experimenting with different days and times, you can create a tailored sending schedule that maximizes engagement and helps your newsletter stand out from the crowd.
