Myth 20: There's a perfect day to send emails

Category: Email Marketing

One way to optimise a campaign is to choose the best time to send it. Doing an A/B test can help us to know when is the perfect day because it is a myth that it is the same for all sectors. There are different factors involved, such as the type of message or the segmentation of the list. Therefore, it is necessary to check with your own statistics when it is convenient to maintain communications with your subscribers and customers.

 

When to send early in the week

The early hours of Monday morning are for many people the worst time of the week. The inbox is full of messages that have accumulated over the weekend and there are tasks scheduled that make it impossible to spend much time reading email. So, when is it perfect to send on a Monday?

If you send between 9h-10h, your message will be among the first at the top of the inbox, so it will have a good chance of being read. In addition, there are users who prefer to log in to their email manager late on Sunday to prioritise messages. In these cases, they would also see yours very early on Monday and could devote the same attention to it as any other day.

The most common communications for the beginning of the week are informative, such as newsletters that summarise what happened during the previous month or with previews of what will happen in the coming days so that the subscriber can get organised. Knowing that the time they are going to spend with us may not be much, it is advisable to prepare an eye-catching and easy-to-read design so that they get an overall impression of the message.

 

When is it best to send on the central days of the week?

Statistics say that Tuesday is the day when most emails are sent. This data can be interpreted to mean that it is the best time to be present in their inbox because then the email marketing works well or, on the contrary, that the user is already too saturated and it is better to wait for another day that does not receive so many messages. It's a matter of testing it!

Wednesday is right in the middle of the work week, so it can be considered a midpoint between the more educational information at the beginning and the promotion at the end. Does that mean it is the best day to send? Not necessarily because it is also popular with businesses and you may not get as much attention as you would like if it fills up the customer inbox too much.

Thursday is close to the weekend and many people are already starting to prepare what they will be doing, so it tends to be a good day for the leisure, catering and tourism sector. In fact, as Friday approaches, it is when campaigns become more promotional. It's a good time to launch products or offers, it doesn't have to be at the start of Monday, even if that's when you've already started to organise it.

 

When it's perfect to send at the end of the week

It's finally Friday! I'm sure many of your subscribers are thinking about it, so there are two ways to tackle this day depending on your area of business: you can give them ideas to spend the weekend so they can get organised or ignore them so they can rest because there is little activity on non-working days, as is often the case, for example, in B2B where it is more profitable to focus on traditional office hours.

Towards the end of the week there is a different sensation, more relaxed and predisposed to buying, so commercial messages tend to work better than informative ones, especially impulse buys. However, Friday afternoons are like the nights of the rest of the week: not at all favourable times for email marketing.

If you want to take a risk, it is possible to break the mould and send a different mailing to try to get the attention of subscribers. But the results can be very variable, as we have been saying, depending on the type of communication you do and the segmentation of your list.

 

Sending at the weekend can also be perfect

Saturday is the start of the weekend and it's easy to get the feeling that you can do a lot of things: make the most of it! Last minute plans can work well, as well as discounts in shops to encourage shopping in the following hours because it is usually a day to go out and about, either with friends or family. For this reason, early delivery can be the best option.

On Sunday there is a different attitude to email. Some people may not want to look at it until the next day, while others may prefer to spend a little time catching up. This can be helpful in getting campaigns that have a very striking subject line, for example, shocking discounts or those that serve as a treat to end the week on a high note emotionally speaking.

 

Any day can be the perfect day

There are businesses that communicate with their customers on a daily basis, whether it is a working day, weekend or holiday, without it being an obstacle to getting openings. It is often information that requires constant updating, for example about the status of the account or the summary that a media outlet may send of the news published. They do not usually incorporate a sense of urgency for the user to open them, but they achieve this because the user is expecting them as they are used to receiving them.

Another type of communication that does not understand perfect days are transactional messages because they are produced when the user performs the action. Neither do welcome automations, birthday greetings or international days. The only margin for manoeuvre to optimise the sending is to take advantage of a few days before, especially if you want to send a discount, so that the celebration lasts for a week and try to stand out among those who also make these celebrations.

As you can see, any day of the week can be the perfect time depending on the type of message you send. Our recommendation is that you try until you find the one that works best to achieve your goals.

 

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