“Thursdays at 3:00 pm”
“Tuesdays 10:30 am”
“We’ve found midweek is always a great time to send campaigns”
If the results of our un-scientific pop quiz are anything to go by, there are more answers to the question, ‘When is the best time to send?’ than there are hours in the day.
When we last posted on this topic, we cited two studies that showed 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. When it’s put into simple terms like that, emailers can be forgiven for pinning the success of their campaigns on being sent on a specific time or day.
However, Emailvision has published new research suggesting that campaign send time isn’t as important as many of us think. In their words:
“Whilst email open and click activity varies by 10% during the day, it doesn’t automatically follow that campaign performance will be sensitive to exact time of send.”
Emailvision argues that an email’s position in the inbox is relatively unimportant – a campaign can have an equally good chance of being open and read, regardless of whether it’s top of the pile, or in 10 deep. They believe there are much stronger factors at work when it comes to determining an email’s success, such as:
- Subject line and from name
- Content relevance
- Previous experience of your emails
- Brand loyalty and engagement
…and we tend to agree. The oft-cited folks at Email Marketing Reports back up the idea that send time is negligible in their post, ‘Insights on the worst day to send‘. In a study that compared metrics from email that went out at the ‘very worst’ time (1 January, ie. new year’s day) with results from previous campaigns, they found an open rate variance of merely “2.7 percentage points, or 6.6%”. Hardly a disaster and far less damaging than say, sending an email with a not-so-obvious call to action (which of course, happens to the best of us).
So, I’d like to turn this topic over to you. Does sending campaigns at a certain time/day considerably affect response? Let us know in the comments.