“When is the perfect time to send marketing emails?”
If you’ve ever felt like your email campaigns are falling into a black hole, congratulations—you’ve found the unofficial gathering spot for frustrated marketers.
Yep! There’s more of us than you think…but we find that as we share strategies that have worked, the journey to success becomes clearer and far less frustrating.
So let’s jump right in…
Email marketing success takes more than just creating compelling email content. Creating engaging emails is one thing, but nailing the timing? That’s the secret ingredient to truly successful campaigns.
According to research, only one in five emails are read within the hour. So while seemingly insignificant, deciding when to send your “engaging” email can make or break your marketing game.
As you are about to learn, your email send time influences metrics like CTR (click-through rates), open rates and even deliverability. Getting it right can transform an email from being just another unread message to one that leads to conversions and builds better customer engagement for your business.
Like many of our clients here at Abervin Digital, you’re reading this because one of the top questions you have is, “When is the perfect time to send marketing emails?”
The truth is, there isn’t a one-size-fits-all answer. The best time depends on factors like your audience, the type of email you’re sending, and even your industry. But there is a method that will help you find the perfect send time for your business.
So if you’ve ever thought “I need to find my email send time ‘sweet spot’…” then you’re in luck because this guide will help you figure it out.
We’ll discuss practical tips, data-backed insights, and unique strategies to ensure your email lands at the right moment—every time. But first…
Why Does Email Timing Matter?
Imagine trying to sell ice cream at midnight in winter? Wrong timing, right? The same logic applies to your email marketing campaigns.
Choosing the right time to send your emails does more for your business than get you to higher open rates. You create a better experience for your audience when your emails are timed right plus you get a sense of fulfillment in knowing you’ve given your “engaging email content” the best chance at landing in the right inbox at the right time.
So the important thing to remember is, even the most compelling email will be lost in the sea of inbox clutter if you send it at the wrong time.
That said, let’s explore some reasons timing is an important aspect of a successful email marketing strategy:
- You Get Better Content Visibility By Timing Your Emails to Fit Your Audience’s Routine
As we’ve established, every email you carefully write or design competes with countless others in the recipient’s inbox and sending at the right time means your campaigns have the highest chance of being read.
So for a successful campaign, you want to research your audience and create an “ideal customer profile” which would cover when they check their emails. For instance, a stay-at-home parent might skim their inbox in the evening after the kids are asleep, while a small business owner might check theirs early in the morning.
Matching your emails to these ideal customer profiles and their routines increases the chances that your recipient will see your message and act on it.
- Improve Deliverability By Avoiding the Email Pile-Up
Did you know the average office worker receives over 120 emails per day? Sending emails during peak times can overload email service providers (ESPs), which means your emails could experience delays and your sending process suffers deliverability issues. Let’s take a moment to walk a mile in the recipients shoes.
Say you receive an email from a vendor between 20 other work emails hounding you to get a project done yesterday, what are the chances that you are able to open, read and take actions like making a purchase, while you deal with the office back and forth? Very slim, yes?
Similarly, if your message gets through and lands at a busy time for your client, it risks being ignored or lost in the shuffle.
Choosing less busy times can improve delivery speed, not to mention, emails sent when recipients are actively checking their inboxes are more likely to generate the opens, clicks, and conversions your email deserves.
Time your marketing campaign sends strategically and you will stand out and avoid adding to the dreaded inbox clutter.
- Get Better Engagement with well-timed sending
Visibility and Deliverability are one thing but engagement is what you really want!
Emails sent at the right time have higher engagement, better chances for conversions, and provide helpful insights to refine your email marketing strategy. When you understand your audience’s most active times, you can use that insight to send emails that align with their daily routines
For example, if you have an audience of young professionals, they might engage more during their lunch breaks, while customers for your eCommerce business may be more active on Saturday mornings. So what this means is, sending an email to young professionals on a Monday morning might land in their inbox (good deliverability) but because they are occupied with planning their morning routine, they barely have enough time to skim through your emails sent at this time and as such these emails tend to have low engagement.
Wondering where to start? Great! Let’s go over some of the latest industry insights on when to hit send, backed by the research and real-world trends.
Industry Insights on the Best Days & Time Of The Day to Send Emails
Right now, your inbox is packed full of emails you’ll never read – and you’re not alone. Research has shown that two out of three people have unread emails in their inbox.
So how do you create effective email marketing campaigns when there’s a 66% chance it will be ignored? Perfect timing!
In email marketing, the ideal time to hit send can vary by days, industry, type of email, audience behavior, and campaign objectives.
We’ll start with a quick dive into the best days and times to send emails based on industry wisdom and proven campaigns:
Best Days to Send Emails
- Tuesday & Thursday: These days consistently deliver high open rates and click-through rates across industries. For B2B, midweek sending means your email lands during working hours when decision-makers are most focused. According to Salesforce data, professionals are most likely to engage with communications between Tuesdays and Thursdays during the work week, as this is when they typically catch up on priorities and are more available to respond with Tuesday leading with ~19% average open rates.
- Wednesday: Wednesdays are a strong runner-up for follow-up campaigns, especially for B2B sectors, as it splits the workweek evenly, giving recipients time to engage. So let’s say you are promoting your startup to C-Suite employees in Silicon Valley, setting up your first cold email to go out on Tuesday and following up with your prospects on Wednesday can be a great strategy to deploy for a higher chance at conversions.
- Weekends (B2C Focus): Weekends are hit-or-miss for most businesses but for businesses in E-commerce and retail. If you own an online store, sending emails over the weekend can mean high conversion rates, especially Saturday mornings, as users have more leisure time. Evening emails targeting promotions or lifestyle products tend to stand out because inbox competition is lower. This is especially true for audiences unwinding after busy weeks.
Here at Abervin Digital, one creative strategy we’ve had good success with is sending eCommerce emails to office inboxes over the weekend. It’s unexpected, which works in our favor—office workers get fewer emails at their work address during that time, so we’re able to stand out when no one else is reaching them. - Mondays & Fridays: While Monday emails often get buried under the weekend backlog, some audiences (like professionals) engage more if Monday emails are timed post-morning rush (10 a.m. onwards). Sending emails on Fridays can sometimes work in spite of the fact that most recipients are mentally clocking out for the weekend. Friday afternoons can sometimes work for B2C audiences prepping for weekend shopping.
Pro Tip: Segment your audience based on behavior. Weekend shoppers vs. weekday decision-makers require different strategies.
Best Times of the Day
- Morning (8–11 AM): This is the “prime time” for most industries, as people often check emails first thing in the morning.. For B2B, sending around 8 AM captures inbox space before other distractions creep in.
- Midday (1–3 PM): A prime window for professionals taking lunch breaks or wrapping up tasks. Sending at this time ensures visibility during downtime. Emails sent here perform particularly well in B2B sectors, where professionals catch up between meetings. So if you are sending cold emails promoting your business to other businesses… this would be the perfect time.
- Evening (7–9 PM): For consumer audiences, this is a sweet spot when people are more relaxed and browsing non-work emails. Retail and entertainment-focused industries tend to see stronger performance during this time. What does this mean? If you have enough prospects to run an exploratory send (12,000+), you can find out what time between 7-9pm is your optimal sending time. In fact, you can do this for different segments of your audience or even days of the week.
Fun Fact: Avoid sending emails exactly at the top of the hour (e.g., 9:00 a.m.). ISPs often face delivery spikes during these times, delaying your emails.
The Best Times to Send Email Campaigns by Type
The best time to send an email also depends on what you’re sending, who it’s for, and why you’re sending it.
Let’s make that make sense…
Let’s say you want to send a product launch email, your best chance for conversions is early in the morning when recipients are actively checking updates and news. On the other hand, a promotional email offering limited-time discounts might do better when sent during lunch hours, catching people while they’re taking a break.
So it really is different strokes for different folks so the emails that end up being the most successful are the ones that are ultimately personalized to each reader’s preferences.
For instance, abandoned cart emails must be set up to send within a few hours of the prospect abandoning cart because this can spark interest and help recover the sale. Reminder emails, such as for expiring offers or webinars, are most effective in the evening, giving recipients a nudge when they’re more likely to have free time to act.
By considering the context and purpose of your email, you can adjust your email send time to target when your audience is most likely to take action.
Now that you’ve got that info under your belt, let’s dive into the best times to send emails based on the type of campaign:
Newsletters
We’ve established that timing can significantly affect open rates and engagement. This is true for Newsletters as well. Midweek days, specifically Tuesday through Thursday, tend to perform best for businesses sending newsletters. During these days, recipients are more likely to be in work mode, making them more attentive to non-urgent content like newsletters.
Best Days:
- Tuesday to Thursday: These days align with higher engagement, as recipients are typically settled into their work routines by midweek.
Best Times:
- Early morning (5–7 AM): Many people check emails upon waking, making this a great time to land at the top of their inbox.
- Late evening (8–11 PM): For night owls or those catching up before bed, newsletters sent during this window often receive attention.
Why It Works: Sending newsletters early in the morning caters to users who start their day by checking emails, ensuring your content is seen before the inbox fills up. Evening sends benefit from a quieter time when recipients are unwinding. Both windows avoid mid-day email fatigue caused by work-related correspondence.
When Not To Send: Avoid sending newsletters on Saturdays and Sundays. Statistically, users are more drawn to lifestyle content making these days more beneficial to B2C businesses.
Data Insights: Several studies highlight the effectiveness of these times. For example, newsletters sent early in the day often see peak open rates of around 20-25%, while stats from sending newsletters in the evening show higher clicks from readers looking for light content before bed.
Abervin Digital Expert Recommendation:
- Know Your Audience: If your business caters to a global audience, then segmenting based on time zones is a brilliant way to figure out what times work best for your audience in their different locations. Ensure that your ESP allows you segment by time zones. Our top three ESPs (Klaviyo, Mailchimp, ActiveCampaign) allow users segment their audience by time zones.
- Test Variability: A/B test your email content, days and times of the day to figure out the perfect schedule for your audience. Similarly, choose an ESP that provides multiple A/B Testing features.
By strategically timing your newsletters to go out on the best days and times of the day, you can improve engagement and establish a consistent rhythm that resonates with your subscribers.
Now let’s take a look at the perfect time to send mass emails…
Mass Emails
Sending mass emails effectively involves managing many moving parts, but carefully scheduling your emails is the fuel you need to drive maximized visibility and engagement, especially for campaigns targeting larger, more diverse audiences.
Poor timing, such as during peak periods, can overload email service providers, causing delays and deliverability issues that reduce the effectiveness of your campaign.
In a world where millions of emails are sent daily, cutting through the noise requires targeting when your audience is most likely to open and engage with your message. Data shows sending mass emails on the best days and times below can significantly improve the chances of your email being seen, read, and acted upon.
Best Days:
- Wednesday and Thursday: Midweek days aka Wednesday, and Thursday are the best times to send mass emails because they aren’t as busy as Mondays, when people are catching up from the weekend, or Fridays, when everyone’s thinking about the weekend ahead. This makes midweek perfect for getting your message noticed in a crowded inbox
Best Times:
- Between 10 AM and 2 PM: Midday works best as people typically check emails during their breaks or slower periods of the day. This window aligns with common workplace habits, particularly for professionals.
Why It Works: Mass emails benefit from timing that targets windows when recipients are actively scanning their inboxes but not overwhelmed with urgent emails. Late morning to early afternoon provides the perfect balance between attention and action.
When Not to Send: Avoid sending emails on Mondays and Fridays, as Mondays often see emails buried under the weekend backlog, while Fridays tend to be overlooked as people prepare for the weekend. Similarly, avoid sending emails late at night (after 9 PM), unless your audience includes night-shift workers, as most recipients are winding down and less likely to engage during this time.
Data Insights: According to marketing studies, mass emails sent midweek between 10 AM and 2 PM experience higher open rates, averaging 20–30%, and lower unsubscribe rates compared to emails sent during off-hours or less strategic days.
Abervin Digital Expert Recommendation:
- Segmentation Still Matters: Even for mass emails, segmenting by time zone ensures optimal delivery times for global audiences.
- Watch Out for Holidays: Avoid sending mass emails during major holidays or immediately after, as recipients often ignore non-essential messages during these periods.
By choosing the right midweek days and midday hours, your mass email campaigns are more likely to stand out in crowded inboxes, boosting both engagement and conversion rates.
Promotional Emails
Promotional emails are more often than not designed for driving sales, launching offers, and keeping your audience excited about your brand. The timing of your promotional emails can make or break their impact, influencing not only open rates but also click-throughs and conversions.
Unlike newsletters, which often focus on providing value-driven content, or mass emails, which aim to reach a broad audience, promotional emails need to create urgency and encourage immediate action. Whether you’re advertising a limited-time discount, launching a new product, or hosting a flash sale, understanding when your audience is most likely to engage can dramatically increase their effectiveness.
Best Days
- Friday: Ideal for creating urgency and enticing last-minute purchases, especially for weekend shoppers.
- Tuesday & Wednesday: Effective for steady engagement due to midweek focus and less crowded inboxes.
Best Times
- Early Morning (6–8 AM): Emails sent at this time are often opened by individuals planning their day or during their morning routines. This timing works particularly well for B2C audiences.
- Late Evening (8–10 PM): Taps into the relaxation window after work, when people are more likely to engage with online shopping or offers while unwinding.
Why It Works: Promotional emails rely heavily on timing to align with the recipient’s mindset. Morning emails cater to individuals checking inboxes before starting their day, while evening emails target those unwinding and engaging with offers in a less hurried environment. These periods maximize visibility and click-through rates, increasing the likelihood of conversions.
When Not to Send
- Monday Morning: Inboxes are typically flooded after the weekend, so promotional emails are less likely to stand out.
- Midday Friday: Unless urgency is part of the campaign, sending emails during this period can result in low engagement as people mentally transition to weekend activities.
- Weekends (in general): Unless targeting specific shopping holidays or sales (like Black Friday), weekends tend to see lower engagement rates for non-time-sensitive offers.
Data Insights: Data shows Friday emails achieve the highest conversion rates, while midweek emails on Tuesday and Wednesday see strong open and click-through rates. Evening engagement spikes, especially after 8 PM, are tied to relaxed consumer behavior, while morning sends (6–8 AM) benefit from low competition and recipient attentiveness
Abervin Digital Expert Recommendation:
We recommend A/B testing different times on these best days. Now, because millions of people send emails at peak times like 6 AM Friday, we A/B test sending campaigns a few minutes before the recommended times (example 5:50 AM on Friday) to get ahead of the peak time traffic on the ESPs end.
Data from email marketing tools like SendGrid and Campaign Monitor backs up what we’ve seen: early morning and late evening sends work best for grabbing attention when there’s less competition in the inbox.
Transactional Emails
Transactional emails are automated messages triggered by a user’s action, such as purchase confirmations, password resets, or account notifications. Their primary purpose is to provide timely and relevant information to the recipient.
Best Days and Times
- Immediate Sending: Transactional emails should be sent instantly following the user’s action, regardless of the time of day or day of the week. Prompt delivery ensures that users receive real-time confirmations or instructions, enhancing their experience and trust in your service.
Why Immediate Sending Works
- User Expectation: Recipients anticipate immediate feedback after actions like purchases or password changes. Delays can lead to confusion or concern.
- High Engagement: Transactional emails typically have higher open rates compared to promotional emails because they contain information the user is actively seeking.
When Not to Send
- Avoid Delays: Delaying transactional emails can frustrate users and diminish trust. Ensure your system is optimized to send these emails without lag.
- Do Not Batch Send: Unlike marketing emails, transactional emails should not be sent in batches or at scheduled times; they must be dispatched immediately to be effective.
Abervin Digital Expert Recommendation:
- Clear Subject Lines: Use straightforward subject lines that reflect the content, such as “Order Confirmation” or “Password Reset Instructions.”
- Relevant Content: Ensure the email contains all necessary information related to the user’s action, presented clearly and concisely.
- Consistent Branding: Maintain your brand’s voice and design elements to reinforce brand recognition and trust.
- Compliance: Ensure transactional emails comply with relevant regulations, such as including necessary contact information and avoiding promotional content that could reclassify the email under marketing laws.
By sending transactional emails immediately and adhering to best practices, you enhance user satisfaction and maintain the integrity of your communication
Why These Trends Work
- Audience Segmentation & Testing:
Individual habits vary which is why segmenting your email list and testing different times can help you identify when your specific audience engages most effectively. MailTracker data highlights how tools that allow A/B testing can optimize email performance by up to 37%. - Impact of Mobile Usage:
With 46% of emails being opened on mobile devices, the shift to mobile-first design is critical. Short subject lines, concise messages, and clear CTAs cater to on-the-go users checking emails throughout the day. - Global Campaigns & Time Zones:
For businesses targeting international audiences, time-zone-based scheduling tools like MailTracker ensure emails land at the right time for every recipient.
Refining Through Testing
If you’re unsure about your audience’s preferences, A/B testing can help. Send the same email at different times and compare open rates. Tools like Klaviyo and Mailchimp offer robust analytics to guide these experiments.
For more details and studies on email timing:
- Klaviyo’s recommendations for specific email types and segments
- MailMunch’s analysis on seasonal trends and general best practices
- Mailchimp’s statistics on open rates and timing benchmarks.
How to Find the Best Time to Send Marketing Emails For Your Business
Finding the perfect send time requires a mix of data, strategy, and understanding your audience’s habits. Here are actionable steps to help::
- Analyze Past Campaigns
Use your email marketing platform’s analytics to identify trends. When do your subscribers tend to open emails? Are there specific days or times with higher click-through rates? If your list is small, experiment with different times to see what resonates.
- Match Email Timing to Campaign Type
Not all emails are created equal.
Newsletters: Early mornings work well if your content requires focused reading, while evenings might be better for light updates.
Flash Sales or Discounts: Send these during peak browsing times (e.g., lunch breaks or after work) to encourage immediate action.
Product Launches: Plan a series of emails. Start with teasers, ramp up during the launch, and follow up with reminders. - Think About Local Time Zones
If your audience is spread across multiple regions, sending emails at the same time globally might not work. Use tools that adjust for local time zones to ensure your message lands when people are awake and active. - Adapt to Audience Behavior
Consider your niche. For example:
Parenting Blogs: Parents are more likely to open emails late in the evening.
B2B Services: Professionals often check emails mid-week during work hours.
Tailoring your send time to these habits can significantly improve your results.
Conclusion
Email marketing isn’t just about crafting the perfect message—it’s also about delivering it at the perfect moment. By analyzing data, testing strategies, and keeping your audience’s habits in mind, you can boost engagement and conversions.
Need expert help? At Abervin Digital, we specialize in creating email strategies that work. Contact us today at +1 307-271-5184 or visit Abervin Digital to explore our services and pricing.
