As a marketer, your email often marks the very first impression that your customers will have of you. Marketing emails are a powerful way to engage with your audience and build long-lasting relationships. However, if you’re not capturing your customers’ attention and encouraging them to open your emails, you’re simply wasting valuable resources and time.
The truth is, timing is everything. If you’re not sending your marketing emails at the right time, they could end up buried in your customers’ inbox, never to be seen or read. To help prevent this, we’ve compiled a comprehensive guide to help you determine the best times to send your marketing emails.
Understanding the Importance of Timing when Sending Marketing Emails
Sending your marketing emails at the right time is critical for ensuring that your emails are opened, read, and engaged with. It’s not enough to create a beautifully written email with amazing content – you need to make sure that it’s delivered at a time when your audience is most likely to see it.
With so many people constantly bombarded by emails throughout the day, it’s essential to ensure that your emails are not getting lost in the daily email deluge. By timing your emails correctly, you can cut through the noise and increase your chances of standing out in an already overcrowded inbox.
Determining the Best Times to Send Marketing Emails
To determine the best times to send marketing emails, you need to have an in-depth understanding of your target audience. You need to know their behaviors, schedules, and the times when they are most likely to be online and available to read your emails.
Generally speaking, there isn’t one ideal time to send marketing emails that will work for every audience. The optimal time may vary depending on your industry, geographic location, and the type of content you’re promoting. However, there are a few general guidelines that can help you get started:
1. Weekdays are Better than Weekends
According to research, emails sent on weekdays tend to perform better than those sent over the weekends. This is because most people are busier or less likely to check their emails on weekends as they tend to be preoccupied with other activities.
So, avoid sending marketing emails on Saturdays and Sundays if you want to increase your open rates and engagement. Instead, consider sending your emails on Mondays, Tuesdays, Wednesdays, or Thursdays.
2. Consider the Time Zone
Remember to take into account the time zones of the audience you are sending your emails to. If you are a global company, you may need to segment your email list based on time zones so that you can send your emails at appropriate times.
For instance, if you are a U.S.-based company, you may want to send your emails during the morning hours of the Pacific Standard Time. This way, your emails will land in your subscribers’ inboxes during the start of their workday, increasing their chances of being read and acted upon.
3. Consider the Time of Day
Timing your emails is also essential when it comes to the time of day. Some studies have shown that the best time to send emails would depend on the individual schedule of your audience. For example, working professionals who check their email all day long may respond better to daytime emails, while stay-at-home parents may be more responsive to evening emails.
However, some general recommendations based on industry research can act as a good starting point. For instance, most people tend to check their emails first thing in the morning. So, try sending your emails between 9 am to 11 am.
Alternatively, people also tend to check emails during their lunch breaks and after dinner. Therefore, you can try sending your emails between 12 pm to 2 pm or 8 pm to 11 pm to increase your chances of being opened and read.
Beyond the Timing: Tips to Maximize Email Open Rates and Engagement
Timing is crucial, but it’s not the only factor that impacts email open rates and engagement. Here are a few additional tips to help you make the most out of your email marketing campaigns:
1. Keep Your Subject Lines Short and Engaging
Your email subject line is the first thing that your subscribers will see in their inbox. Therefore, it’s a crucial element when it comes to determining whether your email will be opened or not. Keeping your subject line short, engaging, and to the point can encourage your subscribers to click through and read your email.
2. Write Compelling Content
Once your subscribers have opened your email, you need to keep them engaged with compelling content that is relevant to them. Try to personalize your content to your audience and ensure that it’s valuable and helpful. Avoid being too sales-oriented and focus on building a genuine relationship with your subscribers.
3. Optimize Your Email Design
Your email design should be optimized for both desktop and mobile devices. Use a clear font and make sure that your email layout is easy to read and navigate. Also, ensure that your call-to-action buttons are visible and easy to click.
4. Monitor Your Email Analytics
Pay close attention to your email analytics to determine what’s working and what’s not. Keep track of important metrics such as open rates, click-through rates, and conversion rates. Use this information to adjust your email marketing strategy and improve your future campaigns.
Sending marketing emails at the right time can help increase your open rates, engagement, and overall ROI. It’s critical to consider the time zone, day, and time of day that your audience is most likely to be available to engage with your emails. Make sure to also optimize your email design, write engaging content, and track your email analytics to continually improve your email marketing strategy.
The frequency of your marketing emails depends on your business and audience. Generally, you should aim to send emails regularly, but not too frequently that you risk annoying your subscribers.
To personalize your marketing emails, use your subscriber’s first name, reference their previous purchases, or include content that is specific to their interests.
To improve your email open rates, ensure that your subject lines are attention-grabbing and avoid using spammy keywords that may discourage your subscribers from opening your emails.
In general, weekdays tend to perform better than weekends when it comes to sending marketing emails. The best day may depend on your audience and industry, but Tuesdays and Thursdays have shown to have higher engagement rates.
While consistency can be beneficial, it’s not necessary to send your marketing emails at the same time every day. Instead, focus on sending your emails at times when your audience is most likely to engage with them.