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Is there such a thing as the perfect time to send a newsletter? And does it make a difference when your recipients are B2B or B2C customers?

A word about benchmarks

Benchmarks should never be seen as incontrovertible truth. They can help when you’re just starting out with your own email campaigns and don’t yet have your own reports to identify the best times for your leads and customers. Especially in smaller teams that have few resources, benchmarks can be an easy starting point.

In the long run, however, send times should be tested to see if the general benchmarks apply to your own customers and markets or if they have different preferred send times.

Send times vary depending on purpose

Time

Time IconAccording to email tools provider GetResponse, there is a difference between send times that are ideal for open rates and those for click-through rates. Recipients view/check emails and interact with them at different times. This doesn’t have to apply to every audience, but it’s still something to keep in mind, especially if you want to test out specific send times. For example, emails are more likely to be opened earlier in the day but will be clicked more often later in the afternoon or evenings.

By the way, according to GetResponse, the best global time is six am.

Weekday

Calendar IconOn average, the best open rates are globally generated on Fridays. According to CampaignMonitor, Thursday is the best day for high open rates.

A likely explanation might be that the end of the working week usually offers more time for tasks that require more concentration, such as reading emails. The office tends to be a bit quieter since most meetings are scheduled for the beginning of the week.

Meanwhile, the click-through rate is highest on Tuesday. Incidentally, this is in line with the results of CampaignMonitor. People act on Tuesdays and read at the end of the week. This means that your newsletters are better planned for the end of the week.

B2C

einkaufswagen und internetzeichenIt is generally assumed that B2C customers check their e-mails more often in the evening. But especially in the age of the smartphone, it is not unlikely that there is also time to open private e-mails during work or on the way to/from work.

However, to give the recipients a better experience on the go, it’s important to design them mobile friendly (no big images to load, concentration on text, simple layout and visuals).

Engagement emails that expect recipients to interact are more suitable in the afternoon or evening when they are at home in front of a computer, so that recipients can buy products, register for events or perform other activities at their leisure.

For B2C customers, by the way, weekends are also potentially attractive mailing times to boost open rates and click-through rates. It’s worth to test whether the click-through rate is higher in the morning or in the evening, depending on when recipients take the time to click on product recommendations or redeem discounts, for example.

B2B

Team IconB2B customers usually read their emails during working hours (although there are certainly various exceptions), which is why regular working hours and days are recommended as sending times.

However, since nearly every B2B customers does not just receive your but dozens of newsletters, the suggested optimal times (Tuesday morning, Friday noon) might not be the key to success. Instead, it can be a good idea to „go against the grain“ and try times and days when recipients don’t also receive ten other newsletters.

Hubspot also recommends sending newsletters in the morning when most people read their work emails before getting on with the day’s tasks.

However, benchmarks suggest that Mondays are not a good day to send any marketing emails, and open rates only skyrocket on Tuesdays. This may be due to the fact that Monday is the day when most people have to first work through the requests and tasks that might have accumulated over the weekend and when most meetings are held.

Test your own ideal benchmarks

Ideally, you should test out your own newsletter times to find the perfect day and time. Especially for newsletters, testing should not be done too frequently, as it may seem too chaotic if your regular newsletter goes out on a different day every few weeks.

However, you can measure benchmarks against all your marketing emails. Evaluate when which emails had the best open- and click-through rates and see if trends can be identified from these analyses.

By the way, various marketing automation systems are also able to do the work for you and recommend times based on your or similar email data.

Best Practices

  • Make sure you have similar sized measurement data for different times and days. If you sent 30 emails on a Monday and three on a Sunday, those days can’t be properly compared.
  • Measure different email KPIs to see which types of emails perform better/worse at which send times. A high open rate doesn’t always mean a high click-through rate, and vice versa.
  • Also consider subject lines and content in your results, as these can influence user behavior regardless of send time. A great subject line on an otherwise unfavorable day may get clicked more often than an average subject line on a Tuesday morning.
  • Try to experiment with irregular email formats such as one-off product recommendation, event mails and other marketing emails that are not regular. That way, you can gather more data without changing up your newsletter schedule too often.

Marketing Automation helps you not only with your newsletter but with your entire digital marketing strategy. Find out more.

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