How to Boost Sales with the Best Email Timing

Customers use many platforms today to engage with your brand, but email marketing is still a solid method of generating sales and subscriptions. Although social media marketing is popular, recipients are still more likely to open an email from a brand they have subscribed to than like or follow an unfamiliar company on social media. 

The key to designing the ideal email marketing strategy is not only to create catchy subject lines andengaging content but to send emails at a time when people are most likely to open them. Although there are no hard and fast rules about the best time to send email, conclusions based on research can guide email timing. 

Be Consistent

Regardless of whether you use the results of studies on timing and emails, it is essential to create a consistent email schedule. It is easy to send emails initially when you launch a campaign only to follow up irregularly to the point where a subscriber may forget about your brand.

If your emails are truly improving CX, subscribers will ask themselves, “When am I going to get an email from X brand?” and then see it in the inbox. Having a consistently-timed email schedule creates a structure for your marketing strategy, which is useful for you and makes an impression on your customer.

So, Why Is the Timing of Emails Important?

We have all been in a situation in which we see an email that is potentially interesting, are busy or tired, tell ourselves we will open it later in the day, and we never get around to it. Although it takes just a second to open an email and see what it has to offer, many recipients fail to open emails because of procrastination, not because they aren’t interested.

The right timing of your emails affects the open rate, which in turn has an impact on conversions and traffic to your website. The best time to reach people is not when they are so busy they are unlikely to pay attention to what is written in the email body and not when they are in relaxation mode. The ideal timing of emails should be when people take breaks during the day, before mealtimes, or are winding down certain phases of their days. 

What Is the Best Day to Send Email?

There have been numerous studies on which day is best for sending emails, and some surveys show that there is little difference between weekdays, but one consistent result is that, for open rates, any weekday is better than the weekend. However, Saturday is a hot day for actual online purchases. If your email has links to your online store and is part of a promotion, that may fall into the occasional Saturday email category. 

The best weekday for sending emails is Tuesday, followed by Thursday. Both days are towards the center of the week but have a different emphasis. Monday tends to be a day when people are just getting back to work and may not feel they have time to pay attention to emails, so Tuesday, when the week is fully underway, is a good time. By Thursday, people are already starting to think about the weekend, which is an ideal day for promotional emails. 

What Is the Best Time of Day to Send an Email?

The best time to send an email isn’t during the crunch time of the workday or family and movie time at night. The ideal periods are during “break” times such as 10 am, 1 pm, and 4 pm. This, of course, will vary according to time zones and assumes most recipients have a conventional workday. 

These times vary, however, according to your audience. If your subscribers are younger people, they may welcome a midnight email, or if they are retired, they may be early risers and appreciate hearing from your brand before eating breakfast. 

Know Your Audience

The above findings are general guidelines that may depend on an audience living in a specific time zone and be between the ages of 25 and 55 in traditional 9 to 5 jobs. However, your audience may be manual workers, freelancers, college students, senior citizens, first responders or in the holiday and entertainment industry and may keep the typical schedule outlined above. 

For this reason, it is essential to segment your email lists into subscriber personas. Not every style of content, subject line or even timing will be effective for every individual subscriber. Putting your various email segments on a schedule best suited to a typical customer profile is the key to a sound timing strategy.