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What Our Data Told Us about the Best Time to Send Email Campaigns

ROS HODGEKISS - AUG 8, 2014

Who really waits to get to their desk before reading their email these days? In reality, many people start their workday while walking into the café, or on the train. Or, if you’re like 50% of folks, you begin and end your day emailing in bed.

With habits like these, it’s no surprise then that 42% of first opens are made on mobile devices. But to find out more about how we open email today, we looked at data from over 192 million opens, then asked Gary Elphick – a mobile specialist at ideas agency Tongue – for his thoughts. Read on to find out whether the time of day you send is important and whether you can improve your results by rethinking when and what you send.

When do opens occur?

First of all, knowing when to send really means knowing your recipients and their behaviours. So, do you know what time of day do people read their emails, how much time they have to do so and how exactly they spend that time? Here’s when we observed people opening their email:

% Email Opens by Hour

Based on email campaigns sent worldwide, October 2013. Time zones were factored into the analysis and are set to that of the email sender.

To make more sense of the above, we decided to have a look at what time of day emails were opened, based on the typical workday of getting up, going to work, then going home:

9am – 5pm (minus lunchtime)53%

Hours of the day % Emails Opened
Midnight – 8am (before work) 16%
1pm (lunchtime) 7%
6pm – 11pm (after work) 24%

As can be expected, the pattern of opens increases as people begin to wake up and start their day, then subside again dwindle as they go to sleep. But it’s worth highlighting:

Talking about devices, we also looked at which environments opens over time were happening:

% Email Opens by Device by Hour

From this, it’s clear that there’s a relationship between time of day and the platform you use to open your email. Based on hour of the day, email opens on mobile and desktop environments have an inverse relationship. Before work and after hours, emails are opened on mobile phones and desktop opens decline. During work hours, desktop opens increase and mobile opens decrease. This might seem fairly obvious, given that you’re likely to read your email on the train or bus commute to work (please don’t read emails while driving!), then switch to your desktop, or laptop when you get to your destination. However, it’s interesting to see the data back this up.

How do I optimize my email campaigns?

So, while it seems that we should be planning around the 9am “email rush”, the truth is that there is really no ideal time – after all, almost half of emails are opened outside of work hours. So, how about optimizing what we send, instead of when?

we need to be thinking in the same “time windows”For insight into this, we called on Gary Elphick. As email marketers, Gary suggests we need to be thinking in the same “time windows” as our subscribers; being the different periods interacting with emails, depending on the device. These windows are:

To ensure email marketers make the most of their email program spend, Gary offered 4 key considerations to keep in mind, prior to sending:

Many thanks to Gary for sharing his practical advice with us. Check out his work at Tongue and also DisruptSurfing. Now, it’s over to you – do you have a send time that works best, or a technique that works? Let us know in the comments below.

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