While it’s tempting to seek a one-size-fits all solution to email timing, the answer is not so simple. The most effective method you can follow is to look at your data analytics and pick the best time based on what has proven to work best for your customers. If you’re looking for ways to perfect your email marketing strategy, from timing to writing subject lines, check out our webinar, New year, new strategy: How to reach your email marketing goals in 2025.
Now, let’s unpack some common email timing assumptions to discover what strategies may be hiding in plain sight.
Email timing best practices: Is it black-and-white or a gray area?
Sending at 8am on Tuesday: This is a time that is often recommended because it falls in the middle of the week, right before working hours begin. But just because there is general guidance that this time will work well, doesn’t mean it’s the right fit for your audience. The only way to know if this is true for your brand is to test and see what works best. Plus, sometimes these peak time slots will mean you have increased competition with other brands that are pushing messages to customers around the same time, resulting in your message getting lost in the mix.
Sending in the middle of the night: Sending emails in the middle of the night does have some advantages. Your brand may not have to compete for inbox attention at those hours, and early risers often check emails when they wake up. That would mean your brand's emails would be very near the top of their inbox allowing for good visibility and the potential for high engagement. You may also catch customers who can't sleep or are on their phone at 2am. The effectiveness of this time slot truly depends on your customer base, so as always, testing can help you determine if your emails get better engagement after midnight and before 8am.
Sending on the weekend: This one may surprise you because many brands make the assumption that people are busy on the weekends and aren’t checking emails. However, the odds of someone spotting your newsletter or email in a crowded inbox during the week are significantly lower than sending it to a deserted inbox on a quiet Saturday. A weekend day could be an amazing opportunity to stand out – as long as you don’t wind up annoying customers along the way.
Different industries will experience varying levels of engagement on weekends. For example, retail and leisure sectors may see higher open rates due to customers planning their shopping or recreational activities. Your brand’s audience plays a big part in engagement, and you may find them to be more relaxed, receptive, and ready to engage on weekends when they have a break from the demands of the work week.
By recognizing the unique dynamics of timing and aligning strategies with the psychological aspects of customer behavior, email marketers can unlock the full potential of their email campaigns, fostering increased engagement, and ultimately driving success. For more tips that can help you elevate your email marketing, check out our webinar, New year, new strategy: How to reach your email marketing goals in 2025.
