Email marketing is a powerful tool for businesses to connect with their customers and drive revenue. However, with so many factors to consider, it can be challenging to determine the best time to send emails for optimal engagement.
The timing of emails is crucial, as it can mean the difference between a successful campaign and one that goes unnoticed in a crowded inbox. According to a report by Campaign Monitor, email marketing has an average ROI of $42 for every $1 spent, making it one of the most cost-effective marketing channels. But to maximise the return on investment, businesses need to send emails at the right time to increase open rates, click-through rates, and conversion rates.
The best time to send emails is highly dependent on the target audience and the type of email campaign. For example, a study by GetResponse found that the best time to send promotional emails to consumers is on weekdays, with the highest open rates on Tuesday (18.9%) and Thursday (18.3%). However, the best time to send B2B emails is during the middle of the week, with the highest open rates on Wednesday (24.8%) and Thursday (24.79%).
In addition to the day of the week, the time of day is also crucial for email marketing success. A study by Omnisend found that across sectors, the best time to send emails is between 8:00 AM and 10:00 AM , with an average open rate of 22.71%. However, the highest click-through rates were found between 4:00 PM and 6:00 PM. Nonetheless, you should base the timing of your email marketing campaigns to align with your industry. These times are as follows:
– Ecommerce: 10am
– Software/SaaS: 2pm-3pm
– Marketing Services: 4pm
– Hospitality/Online Retail: 8am-10am
– Professional Services (B2B): 8am-10am
– Nonprofits: 3pm-4pm
Still, there are more considerations to have than just the day and time when determining how to optimise email campaign performance. The location of subscribers can also impact the effectiveness of email campaigns. A study by MailChimp found that subscribers in different time zones have different peak engagement times. For example, subscribers in the United States’ Eastern time zone had the highest open rates between 9:00 AM and 11:00 AM, while subscribers in the Pacific time zone had the highest open rates between 8:00 AM and 10:00 AM.
Businesses have the option to use data and machine learning to determine the best time to send emails. For example, Klaviyo’s Smart Send Time feature takes the manual work out of optimising send times by using machine learning to identify the best time for each individual subscriber. Businesses using this feature have seen an average increase in open rates of up to 23%.
On the whole, businesses can significantly improve their email marketing results just by sending emails at the right time. By considering factors such as the target audience, the type of email campaign, the time of day, and the location of subscribers, businesses can further optimise their email campaign performance. With the help of CRM data and machine learning tools, businesses can take the guesswork out of their personal email timing and improve their email marketing ROI quicker.
If optimising your email campaign is something you’re interested in and want to explore, we have a range of tools and strategies we can help you with.
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