For years, marketers have been trying to discover the holy grail of email marketing – the universally best time to send an email. The truth is, however, there is no one-size-fits-all answer. The idea of a single “best time” is a myth, and it’s time to debunk it.
Best time to send marketing emails
Why there is no clear “best time”
The idea of the best universal time to send an email assumes that all recipients are the same, with the same habits and preferences. But the truth is far from it. Different industries, audiences, and time zones have specific characteristics that influence the most suitable sending time.
Factors affecting the most suitable delivery time
1. Industry: Different industries have different tempos and peak hours. For example, a B2B company may see better engagement when they send emails during work hours, while a B2C company may have more success in the evening.
2. Audience: Age, location, interests, and behavior all affect when your audience is most receptive to emails. For example, younger audiences may prefer a later send time, while older audiences may respond better to an earlier send.
3. Time Zone: With a global audience, time zones play a key role. Sending an email at a time that works for one region may be during off-peak hours for another.
4. Devices and platforms: Mobile and desktop devices have different usage patterns. Mobile users may check email more frequently, while desktop users may be more focused during work hours.
5. Content type and purpose: The type of content and purpose of an email also affects the optimal send time. For example, a promotional email might work better during peak shopping hours, while educational content might receive more engagement during off-peak hours.
6. Days of the week: Weekdays and weekends have different participation patterns. Some viewers may be more active on the weekends, while others may be more focused on the weekdays.
7. Holidays and Events: Holidays, events, and seasonal changes can affect audience behavior and engagement patterns.
By being aware of these factors, you can move away from the myth of the best universal time and toward a more granular understanding of your audience's unique needs and preferences. In the next section, we'll explore how to find the best delivery time for your specific audience.
Understand your audience
To maximize the effectiveness of your email marketing campaigns, it’s important to understand your audience inside and out. This involves more than just knowing their name and email address—it requires a deep understanding of their behaviors, preferences, and habits.