When’s the Best Time to Send Your Email Newsletters?
Email newsletters are an underrated tool when referring to a successful email marketing campaign. When discussing digital marketing trends for 2019, Ann Handley, a digital marketing pioneer, wrote, “Email newsletters will re-emerge as an important nurturing vehicle because an email newsletter is the only place where individuals, not algorithms – are in control.” Your company can control the message, the imagery, the promotion, and the timing. Bottom line, email newsletters can be a solid way for those interested in your brand to receive important information.
Newsletters can be sent daily, weekly or even monthly. Frequency of emails depends on your sales and marketing reps, your audience preference, and how much content there is available to be shared. You should consider a prime way to build relationships with your target audience, as well as an opportunity to offer subscribers a teaser of sorts to click on vital information.
One of the pressing questions that constantly surfaces regarding email newsletters is, “When’s the best time to send it?” For years, marketers have heard that the earlier in the day, the better it is for sending a newsletter. But in a mobile-centric digital world, that’s not necessarily the case for all brands.
The truth is, the best time to schedule your e-newsletter should depend on your industry, your brand, and whether you focus on B2B or B2C. But more specifically, here are three basic bullet points to consider when sending your email newsletters.
Know your audience
Seems simple, right? If most of your audience works the night shift, an evening newsletter publish is the way to go. If your audience functions on the traditional 9-to-5 time clock, an early-morning publish makes a lot of sense.
Believe it or not, some marketers simply just don’t understand that the success of an email campaign depends on your audience’s availability. The irony is a concept that seems so simple actually isn’t to some.
You also must remember that in the age of cellphones as the dominant means of communication, many subscribers will be checking their email by way of the cellphone and not the computer first. In some houses, the cellphone being picked up is done before teeth are brushed or faces are washed. For those who work morning shifts, sending emails during the evening will not be effective. It can be noted that some would head home and not check their email if they receive anything work-related after work hours.
On the flip side, a late-morning email sent to someone who works the graveyard shift can easily be ignored. Knowing and understanding the general schedule of the majority of your audience is vital.
Don’t forget time zones
It may seem like something that’s too elementary to discuss, but it needs to be a reminder: Not everybody in the country has the same time on their watches. If you have a successful national audience, the 7 a.m. Monday newsletter you sent in California will be received at 10 a.m. Monday in New York. If you have a successful global audience, that 7 a.m. Monday newsletter sent in California would reach Tokyo, Japan at 11 a.m. and Sydney, Australia at 1 p.m. And both Tokyo and Sydney would get the newsletter on Tuesday, not Monday.
Oftentimes, newsletters provide timely information — such as webinar information — and proper sending times matter. Make it a priority to ensure that your subscribers receive your emails at the same time, regardless of where they are located. Nationally speaking, keep in mind that the Eastern Time Zone is the most populated time zone, as nearly 50 percent of the population in the United States functions on EST (or EDT when it’s Daylight Savings).
Some email programs allow you to send based on the subscribers’ time zones. Research that feature in your program and utilize the functionality immediately.
Focus on mid-week publishes
Understatement of the day: Open rates work best when employees are working. The best time to catch someone working is in the middle of the week.
Tuesdays, Wednesdays and Thursdays are the busiest days for many. Those are also the days where emails tend to flow the most. According to SEOPressor, Tuesday is the best day to send email. Studies show that Tuesdays have the highest email open rates. The report added that Thursdays have high open rates, as well.
Sending email newsletters on Monday is good, as employees are returning to their offices after the weekend. However, Monday could be a day where an employee chooses to take off to have an extended weekend. Monday also can be a day where an employee is deleting the weekend spam, and the last thing you want is to have your newsletter mistook for spam. Friday can be a day where an office shuts down early or, in some cases, not at all to prepare for a full three-day weekend. And open rates on the weekends are the lowest of all, as most are relaxing at home on Saturdays and Sundays.
Knowing the best and worst times to send email newsletters is not an exact science, but if you truly know your audience, it can be a valuable tool for assisting with improving your marketing tactics. Don’t be afraid to experiment with publishing times for analytics on open rates. The more you learn, the better you’ll be with your target audience. Good luck!