Julie Paci

// Marketing Manager France

If you’re an email marketer sending marketing emails to customers, you’ve probably already asked yourself this: when’s the best time to send my newsletter? The time you schedule your emails determines how high your open rates and click-through rates will be. And there are a lot of factors at play when deciding the best day of the week to send your emails.

Below, we’ll give you some tips on identifying the best days and times to send your newsletters and some recommendations to improve your overall email marketing strategy.

Why does email sending time matter?

You’ve worked so hard to create the content for your next campaign: you’ve come up with powerful copy, a catchy subject line, and great calls-to-action (CTAs)… And yet, why are your emails not being opened or clicked-through? It might be that you’re not sending emails at the right time.

The email inbox is a crowded space. Emails at the top of the inbox generally get better engagement than those at the bottom, which explains why the sending time is so important when planning your key email marketing campaigns.

Sending your campaigns at the right time can help you:

  • Improve your open rates: Email open rates are the holy grail of email marketing. If your email is at the top of the inbox, your contacts are more likely to see it and open it, so sending at the perfect time is key to achieving that.
  • Improve click-through rates: Even if your entire email list opens your message, you won’t get a decent return on investment (ROI) if no one clicks through. Sending at the wrong time might mean your contacts don’t have the time to actually read your email or to click on your great CTAs.

86.4% of respondents say having time to read an email is an important factor in determining whether to open it.

Understanding customer behavior, habits, and time zones can help you determine the best day and time of the week to send your email, and to ensure your message is seen first when your email subscribers check their emails.

Email send times: B2B vs B2C

People don’t use their professional and personal inboxes in the same way or at the same time. Some people rarely use their personal email addresses, while others get notifications every time a new email comes in. Some professionals check work emails regularly, while others only do it during work hours or a couple of times a day.

To determine the best time to send your email blasts, you’ll need to ask yourself questions like:

  • Do you send email newsletters to personal or professional email addresses?
  • Is your email list more likely to check their inbox when they wake up or during their lunch break?
  • Are your messages more likely to be engaged with during weekdays or weekends?
  • Do your contacts check their emails on the go from their mobile or wait until they are in front of their computer?

 

Keep in mind that this distinction between B2B and B2C is very important, as users behave differently when using work or personal  email accounts. If you have defined marketing personas, they will be very useful in understanding how your subscriber list engages with your emails. Use these insights to create email marketing benchmarks and find the perfect time to send your messages.

What’s the best day to send your email blasts?

Your sending schedule largely depends on whether you’re a B2B or B2C brand and the industry you’re in. But in all cases, data shows that there are some days to avoid sending your weekly newsletters if you want to achieve the highest open rates.

The best day of the week to send emails

During Email Camp 2020, we peeked into the hidden vault of Mailgun statistics, revealing the best time for email engagement. We discovered that Tuesdays through Thursdays have the highest open rates. Open rates also followed suit, with midweek taking the lion shares of campaign clicks. 

While Tuesdays and Thursdays have slightly higher engagement rates, Wednesday is a solid second option. If you send emails twice a week within these days, however, make sure to pick a combination of Tuesdays and Thursdays. Sending emails on Tuesday and Wednesday, or Wednesday and Thursday, will make your customers feel overwhelmed and not read your emails at all in the process. Not good.

Fridays, while not the strongest day of the week for engagement, shouldn’t be completely disregarded either. People also get the most emails midweek. Maybe you might want to send your emails on another day of the week to have less competition in the inbox.

The worst day of the week to send emails

According to our research Saturdays and Sundays are the worst days for email engagement. We’re busy going out socialising, seeing family, or doing errands. Emails are not going to be a priority, so as a general rule of thumb, avoid the weekends.

However, if you had to choose, is it better to send an email on a Friday or a Monday? Traditionally, both Fridays and Mondays have been perceived as bad days to send emails. However, our research shows that Friday outperforms Monday significantly on open rates and click-through-rates (CTR). On Mondays, people are either planning out their week or are sifting through the weekend’s emails. And let’s be honest, we’re not the sharpest workers on Mondays. We’re still recovering from the weekend. So, as a bit of general advice, just avoid Mondays.

Our pro tip? Always consider your target audience and the times at which they check their emails. Formulating an email marketing strategy based on user habits, such as when they read your messages, can really improve your email marketing sending practices.

Choosing a day to send your newsletter

At the end of the day, the best way to choose a day to send your email campaigns is to do some A/B tests on your list. As a starting point, look at engagement data, past open rates, and click-through rates and formulate some hypotheses based on past information.

No matter what, if you regularly send weekly promotional emails or newsletters, be sure to send them on the same day every week. This builds trust and anticipation as your audience will come to expect your content at that time.

During holidays or special events, don’t hesitate to send your newsletters at a later date or a different time. While consistency is important, it’s always preferable to send at a different time and get high open rates than to stick to your sending schedule and remain unopened.

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What’s the best time to send your newsletter?

People check their email multiple times each day. In fact, according to our Email Engagement Report, 63.3% of users interact with their personal mailboxes at different points throughout the day.

A sundial displaying times that users check their email the best and worst time to send emails
When do users check their personal emails?

 

It’s worth remembering, though, that just because somebody checks their email, it doesn’t mean they have the capacity to act on it, which means getting the time right is still key to drive good email engagement. 

Generally, here’s how you can choose the optimal time to send your emails:

  • 6 – 8 AM: Some people look at their emails after waking up or during breakfast. Most of the time, they look at their emails via mobile, so make sure your emails are responsive and mobile-optimized.
  • 10 – 11 AM: According to many studies, this is the best time to send your emails – regardless of location. In our Email Engagement Report, 42.5% of users said they check their emails in the morning, more than any other time in the day.
  • 12 – 2 PM: This is also a great time to send your emails. While on lunch break, people will be looking at their emails before getting back to work in the afternoon.
  • 6 – 9 PM: This is the end of most people’s work days. Some will be looking at their emails during their commute, others right after work. 
  • After 10 PM: Avoid sending emails after this time, as it will not be read immediately, and by the morning, your email will appear at the bottom of the pecking order. If you’re sending at this time , then earlier is better.

 

How do different countries compare?

Is it better to send an email first thing in the morning or late at night? That depends where your users are located. In our 2021 Email Engagement Report, we discovered fundamental differences in conversions across different countries and cultures. 

Line chart displaying open data from USA, UK, France, Spain, and Germany
Our survey highlights some notable cultural differences

 

People from France and Spain are over 10% less likely to open emails at lunchtime than the US, UK, and Germany. For French and Germans, the evening is the most popular time to check emails, but you’ll only get the attention of 12.3% Spaniards if you send them your campaigns at that same time. 

Interestingly, in the US and Spain, people are 10% more likely to check their emails right before going to bed than in the UK, France, and Germany. 

So, before blasting that email out to the World Wide Web, take a look at this data first. Take the time to segment your audience or use tools like Send Time Optimization to achieve the best possible engagement in your target countries.

Pie charts with percentage of users checking email in a day
A large percentage of your use base check emails more than once a day

How to determine the best time to send your newsletter?

As we have already said, finding the time with the highest email engagement depends on many aspects – your business, your customers, your targets, your newsletter type, and so forth. Age, habits, and time zones (aim for 1 – 8 PM  UTC) are important elements that will impact open rates.

Ultimately, we encourage you to undertake A/B tests and analyze the data. If you want to figure out the peak time to send your weekly newsletter, you could do a test spanning two weeks.

For example, in the first week of the test, send your newsletter at 10 AM, and then next week, send it at 3 PM. You can also try A/B testing by sending a campaign to half of your list in the morning and to the rest in the afternoon. Compare and analyze the results, and move on to the next experiment, just like in science class.

Want to know more about email best practices? Check out our Email Growth Playbook, a database of 60+ tactics to help you increase the performance of your email campaigns.

Find the best send times for your emails with Mailjet

Finding the best day to send your email newsletters can be a difficult task that requires experimentation, time, and coordination when establishing the best schedule. As we have already mentioned, a lot of variables are at play, including the content and scheduling of your email campaigns.

Mailjet offers features that allow you to create, deliver and track your email campaigns. With an easy-to-use Email Editor and many responsive email templates, you can create engaging newsletters in a few minutes. Our features include segmentation, A/B testing, Campaign Comparison, and advanced statistics. These features allow you to really track and improve your email marketing results and find the perfect time to send your emails.

How to compare different email campaigns

Mailjet’s Campaign Comparison allows you to analyze different campaigns effortlessly. This lets you figure out the best day to send emails backed by data. Our results page is packed with visual and quantitative data – everything you need to analyze and continuously optimize your campaigns.

From each of your campaign’s Stats page, you can choose to compare it to previous campaigns sent or you can access the tool directly from the top menu, under Campaigns. To learn more about how to use our Campaign Comparison feature, check out our detailed documentation

You can view the results in a few different formats on the graph. The data in the table shows the lifetime results for each metric of each campaign and is continuously updated so you get the most up-to-date information every time you check.

Summing up

When it comes to finding the best time to send your email campaigns, there is no one-size-fits-all answer. The type of business you have, your customers, the type of emails you send and your targets all determine your best schedule.

Using an email service provider that allows you to segment, test, and compare your campaigns will help you analyze the different variables at play. With Mailjet, you can create great email content, test different email subject lines, and find the best sending schedules to improve your open and click-through rates.

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Create and send your email marketing campaigns with Mailjet. Benefit from our intuitive drag-and-drop email builder, advanced marketing features and great email deliverability.

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This article is an updated and translated version of Julie Paci’s article Quel est le meilleur moment pour envoyer votre newsletter?