A question we often get asked by our customers is “What’s the best day and time to send our clients’ newsletters?”.
Firstly, let’s look at what some of the more popular research out there is telling us. Just keep in mind that this research is conducted across a range of markets, so it might not always be right for you or your recipients.
In July 2004, delivery consultancy Return Path analysed over 3.4 million email messages and found that email sent on Monday is more likely to get opened, and anytime between 6am and 10am is the best time of the day to send. These findings were later confirmed by media company Marketing Sherpa.
Today however, it was revealed that this might no longer be the case and that emails sent from Wednesday to Friday maximized open rates.
So which one’s right for you?
The truth is, the optimal delivery time will depend on what you’re sending and who you’re sending to.
Luckily, one of email’s strengths is it’s just so testable (is that a word?). You should use the time of day and day of week as variables in your tests. Try splitting your subscribers into 2 separate subscriber lists and sending to one half at one day and time and one half at another. Run a comparison of your results in the Reporting section and learn from what you see.
Running tests like this over the course of a few campaigns is the only way to really know when you should and shouldn’t be sending.