The Best Time to Send Email Marketing Campaigns
Newsletters and daily emails can be tricky because most subscribers take them for granted. We as email marketers often end up with several subscribers but have low open rates because our subscribers don’t check our emails as often as we send them.
Sometimes, the bigger problem is that they are not opening important emails that contain announcements important announcements, causing them to miss out on good opportunities and causing our marketing campaigns to fall short of expected targets.
To solve this problem, Omnisend conducted a study to know when the best time is to send emails so that our subscribers are willing to read our important announcements. Using accumulated data amounting to a total of over 2 billion promotional campaigns, Omnisend was able to create a comprehensive report that aims to guide email marketers around the world.
What were the findings of the study?
The biggest takeaway from the report was that there are different open rates based on the month, week, and day that emails are sent. According to the study, there are ideal days per month, ideal days per week, and ideal hours per day for email marketers to send emails.
There are some differences that need to be taken into consideration based on your subscriber list, but these findings serve as a general guideline to help marketers know the common behavioral trends among email subscribers.
Omnisend’s study also found that custom automation workflows will be able to benefit from this information as the guideline serves to provide optimal open rates. These guidelines aim to improve the overall efficiency of marketing campaigns by mapping out when automated messages should be sent to subscribers.
By knowing the best times to send the email, marketers will know when to send the most important emails so that more readers will be able to open these emails.
Choosing the Best Days of the Month
Brands that prefer to be selective when sending emails often have monthly emails that they send to subscribers. Monthly emails are certainly proof that quality can overcome quantity in email marketing. However, the problem is that sometimes it can be a hit-or-miss approach when subscribers don’t diligently check or open their email for monthly newsletters.
According to Omnisend’s study, there’s a tie between sending emails during the first 10 days and days 11-20 of the month. There’s about 18.56% open rate when sending emails once per month.
However, there’s a difference between sending emails in the middle of the month than during the first week, particularly in terms of the click-through rate (CTR). Higher CTR is achieved when sending emails between days 11-20 (5.92%) compared to other times (5.59% for first weeks and 17.87% for the last few weeks).
In terms of orders, the particular days when you should be sending emails, according to the study, was at the 2nd, 6th, and 12th day of the month. It was inferred that these days are close to paying days; therefore, people are expecting money and are willing to spend more.
However, it’s ideal to avoid promoting products during the latter days of the month. Both open rates and the number of orders are at their lowest during these times, possibly due to most people already spending most of their budget by this time.
Choosing the Best Days of the Week
Weekly newsletters are more common, but it can be tricky to choose the best days to send promotional emails, particularly for new products.
Some of us might think that sending emails during the beginning or ending of the week is the best idea, but the data says otherwise.
Omnisend’s findings verify previous studies conducted, and emphasize that Thursdays are the best days of the week to send emails and conduct marketing campaigns. People were found to be more willing to open emails and make orders during Thursdays compared to other days of the week. The next best days to send emails would be Tuesday followed by Wednesday when it comes to open rate and number of orders.
Surprisingly, the worst days for sending promotions are during Mondays and then followed by Saturdays. These days of the week have the worst open rate, CTR, and a number of orders compared to other days of the week, and it may be because of people’s daily routines and preferences.
Choosing the Best Hours of the Day
Daily emails and newsletters are a must-have for brands that involve a lot of fresh and new content; however, it may be tougher to choose the best hours to send emails because the target audience may have different workday schedules.
According to the study, 8 o’ clock in the morning is one of the most optimal times to send emails because it has 20.32% open rate, 7.79% CTR, and an average of 8.37 orders per campaign. 1 o’ clock in the afternoon is yet another good time to send emails because it has a high average number of orders per campaign despite an average open rate and CTR.
In terms of order rate, it’s 4 o’ clock in the afternoon that offers the highest average orders with 10.66 orders per campaign. On the other hand, order rates are at their lowest after 10 o’ clock in the morning, with around only an average of 4.66 orders per campaign.
Using Omnisend’s study, we found out that there are ideal weeks, days, and hours for sending marketing campaigns.
This information gives us marketers the best possible idea of how customer behavior is when it comes to email campaigns. No matter how frequent your marketing campaigns may be, there is always the right time to send your newsletters to your subscribers.
The study gave us a clear view of the best times to send emails based on open rates, CTR, and a number of orders per campaign. With this information, we can easily customize and automate workflows to target these ideals time periods that yield the results that we need.
At the end of the day, we also learned that it’s not about the quantity of the emails we send but rather about when we send the most important emails to our target audience.