When is the best time to send your emails?

30th August 2012 By Louise Stephens in Deliverability

If I had a pound for every time I was asked this question I would be a millionaire! But it raises a valid point, is there a specific day and time that is best for sending out email campaigns?



The answer is… No! 

Think about it this way, if there really was a sweet-spot for us all to send our emails we would all send them at the same time, filling up in-boxes and turning the once sweet-spot into a very sour spot!

Every business and their subscribers are different, however here at little green plane we have done some research to help you narrow down the week into good and bad times to send out your campaigns. 

So you have mastered the crucial components of your campaign, you have a beautifully designed email, written engaging content, and created an eye catching subject line. The last thing you want to do and send it at the wrong time and watch your open and click through rates suffer as a result.

Think about your own behaviour, when are you most likely to open a marketing email?

B2B

Day of the week

Good or Bad?

Monday

BAD – People are still in weekend mode, they have an inbox full of marketing emails that need to be deleted before cracking on with the day. Your email will be one of those emails put in the bin.

Tuesday

BAD – People are in business mode today, knuckling down to work (probably making up for a slow Monday!)

Wednesday

OK – People are still hard at work today but might lose enthusiasm by the afternoon so if you want to try sending today, try between 2pm – 4pm.

Thursday

GOOD – Today is the day, it is near the weekend people can see light at the end of the tunnel and will be looking for things to interest them. Still avoid sending first thing as you might be part of the initial email cull, try between 11am – 12.45pm & between 2pm - 4.30pm.

Friday

BAD – Today is a ‘get everything done before the weekend’ day. If people start something today they are likely to have forgotten it by Monday. Best to leave your subscribers to clear their desk and their inbox’s!

Saturday

BAD – Not a chance today, Saturday is a wind down day.

Sunday

OK – Worth a try, try sending later on in the afternoon or early evening (between 4pm – 6pm) people are generally getting back into work mode.


B2C

Day of the week

Good or Bad?

Monday

BAD – We are likely to be a bit rushed today, best to let us get our ducks in a row!

Tuesday

GOOD – All back to normal today try sending at lunchtime (12pm – 2pm) or after work (7pm – 9pm)

Wednesday

GOOD – We are in full swing today! Thinking about planning for the weekend, what’s out there?

Thursday

GOOD – Very open to suggestions today try sending later on in the evening (7pm – 9pm)

Friday

OK – Party night, open to some suggestions try sending at lunchtime (12pm – 2pm)

Saturday

GOOD – We are relaxed and in spending mode today, avoid first thing try 10.30am – 3pm

Sunday

OK – Starting to get into work mode but can easily be distracted, try between 10am -12pm and 5pm – 7pm


As you can see there are big differences between B2B and B2C, with B2B there is a very small window to catch your audience at the right time.

However… the beauty of email is that if they are not available to read your email at the precise moment it lands in their inbox it will still be there whenever they are ready to view it. Email is one of the only forms of marketing where your message will be in front of your consumer when THEY are ready to read it!

There is no hard and fast rule, each industry and each client group will have their own preferences of when they open their emails. However the best advice I can give you is to consider your own preferences and consider when you open your emails and give it a go. little green plane enables you to compare up to 4 campaigns  next to each other so schedule your campaigns over different periods and compare your open and click through rates using this great tool to find when your consumers want to receive your marketing information!

Louise Stephens
About the Author

Louise Stephens

Louise is an email marketing consultant at little green plane. She advises and builds lasting relationships with our existing clients as well as handling all new business. Louise also conducts full demonstrations of our software and will advise on the right package for your business. Louise is passionate about email marketing and will happily train clients on a number of topics including; best practice, engaging your audience and getting the best return on your investment.